Novo Nordisk sues Eli Lilly over allegedly deceptive obesity and diabetes ads

Novo Nordisk has filed a federal lawsuit against Eli Lilly, accusing the rival of running misleading advertisements for its obesity and diabetes medicines. The company claims Lilly's ads rely on outdated clinical trial data to suggest greater efficacy than supported by current evidence.

The complaint was lodged in a New Jersey federal court and marks an escalation in the long-standing competition between the two drugmakers. Novo Nordisk alleges that the deceptive marketing could mislead physicians and patients about the true benefits of Lilly's products.

Lilly has not yet responded publicly to the allegations. The case highlights ongoing tensions in the pharmaceutical industry over advertising practices and the use of clinical data in promotional materials.

If the lawsuit proceeds, it could prompt closer scrutiny of how drug companies present efficacy data in their marketing, potentially affecting future advertising strategies across the sector.