Sacha Baron Cohen is a career actor and comedian who plays the fictional and raunchy journalist “Borat.” Now, the celebrity is suing the Massachusetts-based cannabis company Solar Therapeutics for using an image of the character on a billboard advertisement erected in April of 2021. 

Leading Up to the Lawsuit

The ad in question features a grinning image of the actor as Borat next to the name of the company. Included are two captions, reading “It’s nice”, and “Happy 4/20.” The first is a reference to Mr. Baron Cohen’s most popular catchphrase, while 4/20 references the popular holiday in cannabis culture. According to the lawsuit, Solar Therapeutics never received permission to use the Borat character, and clearly intended to profit off of his likeness.

Mr. Baron Cohen’s lawyers sent the cannabis brand a cease and desist letter on April 24, and they removed the billboard three days later. However, the legal team felt he was not properly compensated for the deliberate exploitation of his brand, and are seeking, “trebled statutory damages, plus actual and punitive damages and disgorgement of profits attributable to the billboard”. The lawsuit hopes to collect at least $9 million in settlement. 

Specifically, Baron Cohen’s legal team and the filed complaint asserted the billboard ad was “[i]ntentionally designed to capitalize on the goodwill, recognition, and fame associated with Mr. Baron Cohen and his Borat character.”

Damaging the Actor’s Credibility

Baron Cohen has built an established career as an actor, but also as a social activist. He noted in the complaint that he has never accepted a corporate brand deal of any kind, as he feels it would hurt his credibility in both of these fields. 

He also disapproves of cannabis use, and is adamantly against endorsing any kind of hemp or cannabis product. This means the billboard not only went against his legal rights, but also his personal beliefs

“By use of the Billboard, the Defendants falsely have conveyed to the public that Mr. Baron Cohen has endorsed their products and is affiliated with their business,” wrote attorney David Condon in the complaint. “To the contrary, Mr. Baron Cohen never has used cannabis in his life. He never would participate in an advertising campaign for cannabis, for any amount of money.”

Long Line of Misuse

Baron Cohen is not the first celebrity to fall victim to cannabis-related misrepresentation, and he won’t be the last. Other notable celebrities include Clint Eastwood, Oprah Winfrey, and even living legend Sir David Attenborough. But this strong response will hopefully cause other companies to think twice before using a recognizable face without permission. 

The full 15-page legal case issued by Baron Cohen against Solar Therapeutics exists here. The case is currently active. We will update this story as it develops.

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