Sacha Baron Cohen sues cannabis company Solar Therapeutics over ‘Borat’ billboard

Sacha Baron Cohen is suing a Massachusetts company for using his popular “Borat” character and “It’s nice” catchphrase to sell marijuana, a product he doesn’t use.

The British comedian claims cannabis seller Solar Therapeutics failed to seek his permission before slapping an image of Borat — the bumbling Kazakh broadcaster Cohen played in two Hollywood flicks — on a busy highway billboard. The actor, the lawsuit says, “has never used cannabis” because he “does not believe it is a healthy choice.” Plus, he is “highly protective” of his image and has never allowed the Borat character to appear in advertising.