Sacha Baron Cohen is suing Massachusetts companies over cannabis advertising

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Sacha Baron Cohen is suing a Massachusetts cannabis company for failing to obtain permission before placing its image on a billboard, according to an article in the New York Post.

The article claims the billboard used Cohen’s popular character “Borat” with the iconic thumbs up and the catchphrase “It’s nice” to sell cannabis that Cohen doesn’t use because he “doesn’t think it’s a healthy choice “.

The lawsuit states: “Without any permission, the defendants have deliberately displayed the portrait, picture, image, likeness and person of Baron Cohen and his character from ‘Borat’ on a billboard on a busy Massachusetts freeway . promote the sale of the defendant’s cannabis products. “

The lawsuit also speaks about Cohen’s Judaism, claiming that he does not want to “get involved” in a “heated controversy among the Orthodox Jewish community about whether cannabis can be used according to Jewish traditions, customs and rules”.

A Solar Therapeutics representative told the New York Post that the company was aware of Cohen’s allegations, adding, “Upon receiving the cease and desist letter from Mr. Cohen’s legal counsel, Solar immediately requested that the sign company question the billboard. As there is an active case in court, we have no further comments at the moment. “

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