Sacha Baron Cohen claims 9 million $ from dispensary for cannabis advert

Sacha Baron Cohen has decided to sue Massachusetts-based cannabis company Solar Therapeutics over a billboard ad that falsely implied the actor, producer and social activist supported its products and activities.

Solar Therapeutics had indeed erected a billboard on a busy Massachusetts highway, featuring a photo of Baron Cohen as Borat, with a thumbs-up and the words «It's Nice», one of Borat's catchphrases. It also read «Happy 4/20!»

The sign appeared on April 19 and was removed on April 27, just three days after Baron Cohen's lawyers sent a cease-and-desist order to the dispensary. Sacha Baron Cohen, through his lawyers, is seeking $9 million in damages.

«The reason Mr. Baron Cohen has never used cannabis is that he doesn't think it's a healthy choice. With his character Ali G, played by Mr. Baron Cohen in the HBO television series Da Ali G Show, Mr. Baron Cohen has spent much of his career mocking the «stoner» culture, a culture that the defendants» billboard openly celebrates," the lawsuit reads.

«Furthermore, Mr. Baron Cohen was born into an Orthodox Jewish family, is an observant Jew and is proud of his cultural heritage. He does not wish to be involved in the heated controversy within the Orthodox Jewish community over whether cannabis can be used within Jewish traditions, customs and rules - a controversy in which many rabbinical leaders have stated that the use of cannabis is a violation of Jewish law.»

The lawsuit also explains that the actor has never advertised cannabis products in the UK or the US, for fear that this would «weaken his credibility as a serious actor and social activist».

All of a sudden, Borat is a little less funny.