Actress Lindsay Lohan has sued an arm of E*Trade Financial Corp., the operator of a popular online brokerage, alleging the company misappropriated her name and personality in a recent television advertisement. The suit, filed in state court in Mineola, N.Y., on Monday, seeks $100 million in damages and demands that the company stop airing the ad.
The commercial features a baby boy chatting online through a Web cam with a baby girl, but in the voices and vernacular of a flirtatious, much-older couple. After the boy explains why he failed to call the girl the night before, the girl asks the boy, accusingly: "And that milkaholic, Lindsay, wasn't over?" That prompts a second baby girl, presumably "Lindsay," to jump in the frame on the boy's side. "Milk-a-what?" she asks into the camera, her voice loud and shrill.
The lawsuit alleges that the depiction of the second girl "disregarded and violated" Ms. Lohan's right "to the exclusive control of the commercial use of her likeness, name, characterization and personality." It also alleges violations of two sections of New York's civil-rights law.
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