Actress Cindy Latch Battles Unauthorized Image Exploitation in Florida Lawsuit
Latch Seeks to Protect Her Brand After Years of Misappropriation by Biote-Affiliated Clinics
April 4, 2025 – Cindy Latch, a commercial actress and TV host, has filed a lawsuit and request for temporary injunction alleging that 19 Florida-based medical clinics unlawfully exploited her image and likeness for commercial gain — years after her consent was withdrawn.
In a story that highlights the increasingly urgent battle over image rights in the digital age, Latch asserts that her likeness was used without permission to promote Biote medical products and services. Biote is a leading hormone therapy company for whom Latch worked as a commercial actress.
Despite a strict contractual agreement dating back to 2015 limiting usage rights to paid terms, the complaint reveals numerous Biote-affiliated providers continued to use her image well beyond the expiration of her contract in February 2021.
Filed on April 2, 2025, in the 13th Judicial Circuit Court in Hillsborough County, near Tampa Bay, Florida, Latch’s complaint outlines a pattern of persistent infringement even after repeated demands to cease use, a court-issued temporary restraining order, and a temporary injunction issued by the 101st District Court of Dallas County.
As of today, at least 7 of the named clinics allegedly continue to display Latch’s likeness across their websites, social media platforms, and promotional videos – all for the benefit of their commercial interests.
“These defendants were told to stop, ordered to stop, and yet they continued to use our client's image,” said William A. Brewer III, founding partner at Brewer, Attorneys & Counselors and lead counsel for Ms. Latch. “Our client believes that this is a textbook example of commercial misappropriation. These clinics and Biote capitalized on Ms. Latch’s brand equity and image to attract business while ignoring the law.”
At the heart of the dispute is Latch’s former collaboration with Biote Medical LLC. Under a series of "Image Usage Contracts," Biote had the right to use Latch’s promotional materials — but only so long as payments were timely and consent remained valid. According to the complaint, those contracts explicitly required that affiliates remove all content 30 days after payment stopped or authorization ended.
The lawsuit says that when Latch withdrew her consent in 2021 and Biote’s license expired, many affiliated providers ignored the termination and continued using her image. Despite receiving written instructions from Biote in September 2021 to remove the content — and a court-ordered injunction in December 2024 — numerous providers allegedly continued to refuse to comply. Latch filed suit against Biote Medical LLC in November 2024.
The most recent complaint cites violations of Florida’s unauthorized publication of name or likeness statute, common law invasion of privacy by misappropriation, unjust enrichment, and civil conspiracy. Latch seeks monetary damages, injunctive relief, disgorgement of profits, and punitive damages.
The clinics named in the suit span the state from Fort Lauderdale to Jacksonville to Sarasota and include some still actively using her image for their own profit on social media. Most only ceased after legal action was initiated.
“This isn’t just about me. It’s about drawing a clear line,” says Latch. “Professionals deserve control over how their image is used. If companies can ignore contracts and court orders without consequence, then no one’s brand is safe.”
Despite Injunction, Biote Continues to Misappropriate Name, Image or Likeness of Actress Cindy Latch
December 10, 2024, Dallas, Texas – A Dallas County court entered an injunction today prohibiting Biote Medical, LLC and its affiliated practitioners from using the name, image, or likeness (“NIL”) of actress Cindy Latch without her consent. Brewer, Attorneys & Counselors sought the injunction after filing a lawsuit on behalf of Latch regarding Biote’s repeated unauthorized use of Latch’s NIL.
Entered by the 101st Judicial District, Dallas County, Texas, Judge Staci Williams finds that Latch made a threshold showing that she “suffers immediate and irreparable injury” due to Biote’s misappropriation of her NIL.
During a hearing on December 9, Latch introduced evidence that dozens of practitioners continue to misappropriate her NIL on their websites even after her contract with Biote ended in February 2021. These sites are engaged in the continued “impermissible use” of her image and likeness. The order states, “…the Court finds the existence of a wrongful act on behalf of Biote, and the presence of imminent harm flowing from Biote’s invasion of Plaintiff’s privacy by misappropriation of Plaintiff’s image.”
The court previously entered a Temporary Restraining Order on November 25. However, since that date, Biote has failed to protect Latch’s personal brand or compensate her for Biote’s continued unauthorized use of her NIL. With Latch as a centerpiece of Biote’s national marketing effort, the company recently reported annual revenue of approximately $200 million.
“The evidence continues to mount in support of Ms. Latch’s claims: Biote and its affiliates continue to misappropriate Latch’s name, image or likeness in violation of her rights,” says William A. Brewer III, counsel to Ms. Latch. “This case is a beacon for those victimized by the cavalier misappropriation of their personal brand.”
The Lawsuit
Filed on November 15, 2024, in Dallas County, the lawsuit alleges breach of contract, invasion of privacy by misappropriation, negligence, and violation of the Texas Deceptive Trade Practices Act, among other violations of various state acts protecting Latch’s right to control her NIL. Latch seeks injunctive relief as well as damages exceeding $10 million.
Latch, a highly regarded actress and infomercial host, has appeared in commercials for many major brands, including Chase Bank, AT&T, and American Airlines. According to the lawsuit, “Plaintiff, like all other actresses, does not allow her image and likeness to be used for free.” Latch asserts that, “[w]ithout strict enforcement of her contractual agreements and privacy rights, [Latch] knows that her brand loses its value.”
The lawsuit alleges that Latch filmed her Biote commercials in 2013. At that time, she entered into an Image Usage Contract with Biote detailing the cost of using her NIL. The contract automatically renewed annually and Latch was paid from 2013 through 2021.
According to Latch, in 2021 Biote refused to honor the contract terms, while continuing to use her image and likeness in its national corporate marketing. In March 2021, Latch sent Biote CEO Terry Weber an invoice, as well as links to Biote-affiliated websites, confirming Biote’s continued use of her image. Two months later, Biote Chief Digital Officer Kevin Key told Latch that Biote was no longer using her likeness and that any continued use by others was not the company’s responsibility.
In September 2024, Latch again contacted Weber and asked Biote to cease use of her image. However, in blatant disregard of Latch’s repeated requests, she continues to play a starring role in Biote corporate marketing to this day. During the December 9 hearing, Latch introduced exhibits that illustrate the national reach of these violations.
The lawsuit states that, “While in breach, Biote evaded Ms. Latch’s requests to remove her image from Biote affiliated websites. Further, Biote refused Ms. Latch payment for the use of her image in accordance with the renewal terms of the contract.”
Brewer confirmed that at least 75 practitioners continue to use Latch’s NIL in promotional materials. This continues despite the TRO issued in November.
“We suspect there could be thousands of Biote partners continuing to use her image and likeness,” says William Brewer. “Our client’s brand is her currency, and she will pursue all remedies to which she is entitled.”
In addition to Mr. Brewer, Latch is represented by Brewer associates Joshua Harris and Nicholas Cacciarelli.
Law360 Reports on Lawsuit Brought by Actress Against Biote
November 25, 2024 – Law360 reports that Brewer client and commercial actress Cindy Latch accused the Biote hormone treatment company and its affiliates of improperly using her image and likeness in promotional materials promoting its therapy.
The article, “Hormone Therapy Co. Jilted Actress Over Image Use, Suit Says,” reports that Latch had an image use contract that automatically renewed from 2013 through 2021, but that Biote stopped paying her in 2021 as affiliates continue to her use her image to sell products. The complaint stated that, “Defendant blatantly misappropriated plaintiff's image and likeness—using her personal brand to sell products, cultivate customer relationships, and promote its corporate brand,"
William A. Brewer III, counsel for Latch, said in a statement her "currency is her personal brand."
"As is customary, she entered into an agreement to allow Biote to use her image and likeness," Brewer said. "Unfortunately, Biote continues to use plaintiff's personal brand while simultaneously denying her just compensation."
In addition to Brewer, Latch is represented by Brewer associates Joshua Harris and Nicholas Cacciarelli.
Read more here.
Biote Faces Claims for Misappropriating Name, Image or Likeness of Actress
Dallas, TX…November 21, 2024 – A lawsuit filed by Brewer, Attorneys & Counselors client and actress Cindy Latch in Dallas County court alleges that Biote Medical, LLC and its affiliated practitioners used Latch’s name, image, or likeness (“NIL”) to promote the company without Latch’s consent.
The case, which provides insights into often misunderstood NIL arrangements, is the latest in a string of high-profile lawsuits involving Biote and its executives. The complaint alleges that Biote continues to leverage Latch’s NIL to promote the company’s hormone therapy products without compensating her and in violation of her legal rights.
Filed on November 15, 2024, in Dallas County, the lawsuit alleges breach of contract, invasion of privacy by misappropriation, negligence, and violation of the Texas Deceptive Trade Practices Act, among other violations of various state acts protecting Latch’s right to control her NIL. Plaintiff seeks injunctive relief to restrain Biote, its affiliates, and practitioners from using her likeness to further the company’s business. The lawsuit also seeks damages in excess of $10 million.
Latch, a highly regarded actress, has worked as an infomercial host, appearing in commercials for many major brands, including Chase Bank, AT&T, and American Airlines. According to the complaint, Latch notified Biote that it was improperly using her likeness even though its right to do so had expired.
“Our client’s currency is her personal brand,” says William A. Brewer III, partner at Brewer and counsel to Ms. Latch. “As is customary, she entered into an agreement to allow Biote to use her image and likeness. Unfortunately, Biote continues to use Plaintiff's personal brand while simultaneously denying her just compensation.”
The lawsuit says, “Plaintiff, like all other actresses, does not allow her image and likeness to be used for free.” Latch seeks to ensure that Biote abides by its agreements and concludes that, “Without strict enforcement of her contractual agreements and privacy rights, Plaintiff knows that her brand loses its value.”
The lawsuit alleges that Latch filmed the Biote appearance in 2013. She entered into an Image Usage Contract with Biote, laying out terms that include the cost of use. The contract was automatically renewed, and Latch was paid from 2013 through 2021. According to the complaint, this is when the trouble began.
Latch alleges that in 2021, Biote began refusing to honor the contract terms, and yet continued to use her image and likeness in its corporate marketing. In March 2021, Latch sent Biote CEO Terry Weber an invoice and links to Biote-affiliated websites – to confirm the continued to use her image.
According to the lawsuit, two months later, in May 2021, Biote Chief Digital Officer Kevin Key told Latch, untruthfully, that Biote was no longer using her likeness and that any continued use was not the company’s responsibility.
Key wrote to Latch that, “You’ve been erased from existence inside the Biote walls, your image or any likeness thereof has been permanently deleted.”
In September 2024, Latch again contacted Weber and asked Biote to cease use of her image. As of today, several certified Biote providers and practitioners are still using Latch’s NIL to promote the sale of Biote’s products. Plaintiff plays a visible and starring role in Biote corporate marketing: the lawsuit includes links to footage of the commercial branding in question.
The lawsuit states that, “While in breach, Biote evaded Ms. Latch’s requests to remove her image from Biote affiliated website. Further, Biote refused Ms. Latch payment for the use of her image in accordance with the renewal terms of the contract.”