Absolut Spirits Co. is facing a lawsuit from an actor who appeared in a fictitious ad for the company's vodka brand in popular TV show Sex and the City, it was reported today.

According to a report in AdAge,Jason Lewis, who lay naked on a bed with a bottle of Absolut vodka placed strategically between his legs in the fictitious ad, claims that the company promoted the ad as an actual advertisement without his permission. The ad appeared in the show as a billboard in Times Square, New York.

The lawsuit claims that Absolut posted the photo on the Internet on the day the episode was aired, issued a press release referring to Lewis as the "Absolut Hunk" and promoted the fake ad as genuine. Damages were not specified, and no trial date has been set.

Absolut, whose parent company V&S Group was also named in the lawsuit, said only that it had not been served with the suit, which was filed on 27 May in the Los Angeles County Superior Court.