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medical clinics unlawfully exploited her image and likeness for commercial gain — years after her consent was withdrawn.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.”