Sacha Baron Cohen said a cannabis billboard used an unlicensed image of him: '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”
corporate brand deal despite receiving “countless opportunities” because he thinks it would undermine his credibility as an actor and social activist.
Baron Cohen says Solar Therapeutics figured the ad would boost sales and “took a gamble” that he wouldn’t find out about it. But, he did take notice and he isn’t happy. Not only is he “highly protective” of his image, he also doesn’t believe cannabis use is a healthy choice. “With his ‘Ali G’ character, portrayed by Mr. Baron Cohen in the HBO television series Da Ali G Show, Mr. Baron Cohen has spent much of his career making a mockery of ‘stoner’ culture – a culture which the Defendants’ Billboard overtly celebrates,” writes Condon in the complaint, which is embedded below. “In addition, Mr. Baron Cohen was born into an Orthodox Jewish family; he is an Observant Jew; and he is proud of his cultural heritage.
Plus, despite several states giving cannabis the green light, it’s still federally illegal. After Baron Cohen’s lawyer sent a cease-and-desist letter, the company said the billboard had been taken down but it has declined to compensate Cohen for the unauthorized use of his image and that of his famous alter ego.
As he believes the infringement was willful, Baron Cohen is seeking trebled statutory damages plus actual and punitive damages and disgorgement of profits attributable to the billboard.
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