Three times in the last year, and twice within the last month, the cannabis market has featured items supposedly endorsed by well known celebrities. But, the reality is, they're not.
Foreign distributors in India and the Dominican Republic have been selling products bearing the likenesses of actors Clint Eastwood, Sacha Baron Cohen, and, more recently, actress-neuroscientist-game show host Mayim Bialik (Jeopardy!, Call Me Kat). All three have filed suit. Eastwood and Cohen have settled, and Bialik is looking to do the same.
So why do companies like Smilz, which is using Bialik's imagery, do this? They're expecting consumers to see the images, and assume that their favorite stars are willing to promote the product. This time, Smilz, having already incurred "Dirty Harry"'s wrath, clearly targeted the wrong star.
Even if they settle (likely), they'll just try again, and remarket their brands with another celebrity "endorser", and this will start over again, unless Smilz is shut down for good.
Hollywood's message? Taking a line from "Dirty Harry", go ahead, make our day. Yes, please do.
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