The Governator has filed a $10 million suit alleging that Nevada-based Arnold Nutrition Group “brazenly stole[] and exploited” his likeness to market its products in violation of his right of publicity.

According to the complaint, Arnold Schwarzenegger “would never endorse or affiliate himself with any fitness or nutritional product without first undertaking rigorous research, testing and due diligence to ensure that the product is healthy and helpful to athletes and the general public.”

Schwarzenegger was never contacted by the company, he claimed, which has engaged in “shameful conduct” and “is committing a fraud on the public.”

The former governor and Mr. Universe filed his complaint in California state court claiming unfair competition and a violation of his publicity rights, seeking $10 million in damages.

Why it matters: While governor, Schwarzenegger signed into law an expansion of publicity rights for celebrities in the state. He has also sued to enforce his rights when a bobblehead doll version of himself, complete with machine gun, was put on the market. That case settled.