..."I got upset because they were using my image without my authorisation. But I also got upset because they were advertising the yoghurt as Turkish," he told the BBC.
"I am Greek. I feel Greek. I'm from Delphi, which is an internationally renowned location for Greek history."
Mr Karatzoglou has launched a series of legal proceedings in Greek courts against Lindahl's Dairy of Jonkoping in southern Sweden.
A civil suit demands compensation of 6.9m euros (£6m). His lawyers are also pursuing a criminal prosecution against the yoghurt firm's chief executive, Anders Lindahl, alleging misuse of personal data.
"This is not a frivolous case," says Athenian lawyer Mr Dimitris Dimitriou. "It is very serious. I think there is no bigger insult for a Greek than to be called a Turk."
His colleague says a misuse of personal data offence is punishable by five to 10 years in prison.
Lindahl's have rejected the compensation claim as unrealistic, and say they are not concerned about the threat of prison because the image was purchased in good faith. ...
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