Cohen is seeking £6.5 million from Solar Therapeutics for copyright infringement, false advertising and misappropriation of his right of publicity, saying that he deems cannabis unhealthy.

The billboard depicts Borat giving a thumbs up and riffs on one of his catchphrases, exclaiming: “It’s nice!”

David Condon, who represents Baron Cohen, said the actor “never has used cannabis in his life. He never would participate in an advertising campaign for cannabis, for any amount of money.”

The lawsuit states that Cohen does not see drugs as a “healthy choice”, The Times reports.