As most hip-hop fans know, 50 Cent was shot nine times in 2000 and lived to tell about it, repeatedly mentioning the incident in his lyrics.

The ad in question.

But in a lawsuit filed against an Internet advertising company late Friday, the rapper claims that the widely circulated "Shoot the Rapper" ads illegally use his image, and he is seeking $1 million for the alleged trademark violation.

In a filing in US District Court in New York, the complaint says that the defendant, Traffix Inc., used an animated image of 50 Cent for the ads, which ask users to use the mouse to point-and-click a camera to "shoot" him on the red carpet.

The complaint says the rapper's image was "completely unauthorized." He also refers to as it as "tasteless" and "despicable." The suit asks for an immediate injunction on the use of the image.

A successful shot by the user of the ad results in a misty cloud of red, and the viewer is then directed to another Web page where the ad firm's client sells goods and services, according to the lawsuit.

Traffix Inc. could not be reached for comment.