Novo Nordisk sues Eli Lilly over alleged misleading obesity drug ads
Novo Nordisk filed a lawsuit in a New Jersey federal court accusing Eli Lilly of deceptive advertising for its GLP-1 obesity medicines.
The action follows a cease-and-desist request that asked Lilly to remove ads that compare higher doses of its drugs to lower doses of Novo's products, which Novo says rely on outdated studies.
Lilly responded that its campaign is truthful, transparent and based on direct scientific evidence.
The dispute arises as Lilly's obesity drug Zepbound posted $4 billion in first-quarter 2026 sales, surpassing Novo's Wegovy, which generated about $2.7 billion.
Novo is seeking a permanent injunction and a corrective advertising campaign, underscoring the intensifying market battle.
This writeup was produced by pharmadog from original reporting by BioPharma Dive.
Original headline: “Novo sues Lilly, alleging ‘misleading’ advertising of obesity drugs”
read at BioPharma Dive ↗
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