Novo Nordisk Sues Eli Lilly Over Weight-Loss Drug Advertising Claims
Novo Nordisk, the manufacturer of Wegovy and Ozempic, has filed a lawsuit against rival pharmaceutical company Eli Lilly, accusing it of misleading consumers by suggesting its weight-loss and diabetes drugs are more effective.
The legal action, filed in the United States on Tuesday, alleges that Eli Lilly used advertising campaigns that created the impression its medicines outperformed Novo Nordisk’s products through selective comparisons.
According to the Danish drugmaker, Eli Lilly compared the highest approved doses of its obesity and type 2 diabetes treatments with lower doses of Novo Nordisk’s medicines while excluding more recent, higher-dose alternatives.
Novo Nordisk argued that the advertisements violated federal and state laws governing false advertising and unfair competition, claiming they relied on outdated clinical studies and omitted important scientific context.
The dispute centres on comparisons between Eli Lilly’s Mounjaro and Novo Nordisk’s Ozempic, as well as Zepbound and Wegovy.
John F. Kuckelman, Novo Nordisk’s senior vice president and group general counsel, said patients should receive accurate and up-to-date information as newer treatment options become available.
He added that healthcare companies have a responsibility to ensure their public claims remain accurate, arguing that disclaimers in fine print do not correct what he described as misleading impressions created by national advertising campaigns.
Novo Nordisk is asking the court to order Eli Lilly to withdraw the disputed advertisements and replace them with corrective campaigns. The company also said it would seek a preliminary injunction if the advertisements are not voluntarily removed.
Eli Lilly rejected the allegations, maintaining that its advertising is accurate and supported by scientific evidence.
A spokesperson for the company said the advertisements are truthful, transparent and based on direct comparative research, adding that Eli Lilly would vigorously defend itself against the lawsuit.
The legal battle comes as both companies compete for dominance in the rapidly expanding market for weight-loss medicines, which analysts estimate could exceed $100 billion globally by 2030.
