Sacha Baron Cohen defends Ali G return despite backlash over ‘problematic’ humour

Sacha Baron Cohen has defended his decision to revive Ali G, arguing that the controversial character’s outdated and problematic qualities make him relevant to the modern world. The comedian has brought his satirical alter ego back for Ali G: Who Iz I?, scheduled to arrive in cinemas on October 23, 2026.

In an essay for Time magazine, Baron Cohen explained that the character was created to expose prejudice, bias and ignorance rather than endorse them. He argued that the social problems his comedy once targeted have become increasingly visible, with social media and artificial intelligence helping spread misinformation and conspiracy theories.

“The fact that Ali G is outdated and problematic is the very reason I resurrected him,” he wrote.

Baron Cohen, 55, also reflected on how public attitudes have changed since Ali G first appeared on British television in 1998. The character later featured in Da Ali G Show and the 2002 film Ali G Indahouse.

The actor said that prejudiced views which once emerged gradually during conversations now appear increasingly mainstream. He believes his latest film aims to confront those attitudes through satire while making audiences laugh.

However, Ali G’s return has already attracted criticism. During the Los Angeles premiere of Ali G: Who Iz I?, Baron Cohen appeared in character and made a sexually suggestive remark about actress Sydney Sweeney while responding to a question about the Paramount and Warner Bros. merger.

The comment prompted criticism online, with some viewers questioning whether the character’s humour remains appropriate in 2026. Others have argued that Ali G’s approach has become dated and needs to address contemporary issues more effectively.

Baron Cohen maintains that the character is intended to mock the ignorant persona he portrays and the people who take him seriously.

His return therefore presents a familiar challenge for the comedian: convincing audiences that provocative humour can still expose prejudice without reinforcing the stereotypes it seeks to ridicule.