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Sacha Baron Cohen attends a screening of the Oscars on April 26, 2021 in Sydney, Australia.

Sacha Baron Cohen isn’t cool with a cannabis company using his Borat character’s likeness on one of their giant billboard advertisements, so he’s suing them over it.

Gossip website TMZ says the actor filed suit against Solar Therapeutics; he alleges the company is using his famous persona to sell medical marijuana in Massachusetts. Borat’s face with two thumbs up, using one of his trademark lines, “It’s Nice!” appears in full view on the highway ad.

According to the gossip site, Cohen claims Solar Therapeutics is “pulling a fast one by using Borat on the ad” in the legal documents because he has no connection whatsoever to the company. The Trial of the Chicago 7 actor said he doesn’t even smoke weed and would never join an ad campaign for marijuana.

The 49-year-old actor is suing Solar Therapeutics for at least $9 million in damages and wants the court to block the cannabis company from using his name, image and likeness to promote its products.

You can see the billboard Borat ad here.

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