French regulator fines Novo Nordisk and Eli Lilly for misleading weight loss ads

French medicines regulator ANSM imposed fines on Novo Nordisk and Eli Lilly for advertising practices linked to their weight loss drugs.

Novo Nordisk was fined about $2 million for ads promoting Wegovy and Saxenda that the regulator deemed misleading. Eli Lilly received a smaller fine of roughly $127,000 for its Mounjaro promotion, which was viewed as indirect promotion of a prescription‑only medicine.

The actions reflect growing regulatory scrutiny of obesity treatments, as authorities worry about misuse of these high‑potency drugs. The regulator had previously issued a bulletin warning about inappropriate use.

Companies operating in the European market may need to adjust their marketing strategies to comply with stricter advertising rules, potentially affecting promotional budgets and launch plans for weight loss therapies.