Lindsay Lohan sues over "milkaholic" E*Trade ad

Tue Mar 9, 2010 3:00pm EST
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By Jonathan Stempel

NEW YORK (Reuters Life!) - The actress Lindsay Lohan has sued E*Trade Financial Corp for $100 million, saying a "milkaholic" baby girl who appeared in a recent commercial was modeled after her.

Lohan alleged that online brokerage's use in the ad the girl, also named Lindsay, improperly invoked her "likeness, name, characterization, and personality" without permission, violating her right of privacy.

In her lawsuit filed Monday in a Nassau County, New York state court, the 23-year-old actress sought $50 million of compensatory damages and $50 million of exemplary damages. She also demanded that E*Trade stop running the ad and turn over all copies to her.

Lohan's lawyer Stephanie Ovadia did not return requests for a comment. An E*Trade spokeswoman declined to comment, saying the New York-based company had not reviewed the complaint. A copy of the complaint is available at .

The New York Post reported the lawsuit earlier Tuesday. It said Ovadia maintained that Lohan has the same "single-name" recognition as celebrities like Oprah Winfrey and Madonna.

E*Trade's ad was shown in the February 7 Super Bowl, which according to Nielsen media drew about 106.5 million American viewers, a record for a U.S. television program. It is part of a series of ads featuring babies who play the markets.

In the ad, a baby boy apologizes to his girlfriend through a video chat for not calling her the night before because he was on E*Trade.

The camera switches to the girl, who asks suspiciously, "And that milkaholic Lindsay wasn't over?"   Continued...

<p>A scene from E*Trade Financial's &ldquo;Girlfriend&rdquo; commercial that premiered during Super Bowl XLIV. REUTERS/E*Trade/Handout</p>