Borat Actor Sues Massachusetts Marijuana Dispensary

SOMERSET, MA — Not very nice.

Sacha Baron Cohen, the filmmaker, comedian and social satirist behind Borat, Ali G. and other characters, filed a lawsuit in U.S. federal court in Boston Monday accusing a Massachusetts marijuana dispensary of using his Borat character in advertising without permission. Solar Therapeutics in Somerset had used an image of Borat giving the thumbs up and, as a caption, a take on his "Very nice!" catchphrase.

Cohen is seeking $9 million in damages and a court order requiring Solar Therapeutics to take the offending billboard down. Patch has contacted Solar Therapeutics for comment and will update this story if we hear back from the company.

Cohen, 49, accuses Solar Therapeutics of copyright infringement and false advertising. Cohen, who regularly refuses endorsement deals, said in the complaint he has never used marijuana because it's an "unhealthy choice." The lawsuit also references Cohen's Ali G. character, noting the white, wannabe rapper was created as a "mockery of 'stoner' culture'."

Solar Therapeutics "took a gamble" that Cohen would never see the advertisement, the complaint reads.