Rapper 50 Cent is suing internet advertising company Traffix for using his image without permission in an ad, which he says promotes violence and threatens his safety.

The lawsuit, filed in New York yesterday, seeks a minimum of $US1million ($1.1million) in damages.

 The internet ad features a cartoon representation of 50 Cent and the message "shoot the rapper and you will win $5000 or five ring tones guaranteed", the lawsuit states.

The ad invites the user to use his or her computer mouse to aim and fire at the rapper, a well-known victim of gun violence. If the user fires successfully, the screen becomes bathed in red and the user is redirected to the Traffix website.

The "vile, tasteless and despicable" use of 50 Cent's image was "completely unauthorised" and "quite literally calls for violence against" him, the lawsuit states.