British actor Jude Law has taken legal action against a fireplace company in Canada over allegations bosses have been using his image in online advertising without permission.

The Alfie star claims chiefs at Paloform used his face on the company website, Facebook.com page and Pinterest account to promote their products.

Law has filed a lawsuit in Los Angeles County Superior Court, calling himself "one of the most recognised, highly regarded, critically acclaimed, and commercially valuable motion picture actors in the world".

The actor is seeking unspecified damages, as well as a ruling for the company to stop using his image, according to Tmz.com.