In legal documents obtained by PEOPLE, Soules alleges the dating service used his likeness in advertisements for Farmers Only, which caters to rural singles. While the advertisements did not use Soules' name, the lawsuit alleges it advertised "a bachelor farmer in search of love" who fell for a city girl, a relationship that ended in failure.
The lawsuit claims that Farmers Only capitalized on Soules' time on The Bachelor, which saw the farmer from Iowa propose to Whitney Bischoff, a fertility nurse from Chicago. Their engagement ended in May.
RELATED VIDEO: Who Is The Bachelor's Latest 'It' Girl?
According to the lawsuit, FarmersOnly.com made Soules "identifiable from the combination of a picture with a blacked-out person" as well as a reference to how his relationship with his ex-fianceé from the show failed because he "picked a city girl." The lawsuit claims the ad said that the man would have fared better had he gone to FarmersOnly.com and met a country girl.
Soules is seeking compensation for the alleged use of his image as well as legal fees.