Novo Nordisk sues Eli Lilly, alleging misleading GLP-1 advertising
Novo says Lilly’s ads use outdated trial data and omit newer Wegovy evidence, giving consumers a misleading picture of GLP-1 drug performance.
- On Tuesday, Novo Nordisk filed suit against Eli Lilly in the U.S. District Court for the District of New Jersey, alleging nationwide advertising campaigns for Zepbound and Mounjaro mislead consumers about GLP-1 drug efficacy.
- Novo alleges Lilly relies on "outdated" clinical trials comparing its highest doses against lower-dose Wegovy, omitting newer 7.2 mg data approved in March showing 47 pounds average weight loss, which Novo says is "clinically consistent" with Zepbound.
- The Zepbound TV commercial has garnered more than 700 million impressions, claiming 50 pounds of weight loss versus 33 pounds on 2.4 mg Wegovy, while Novo calls the footnote disclosing higher doses "ambiguous, confusing, virtually illegible, and wholly inadequate."
- Invoking the Lanham Act, Novo seeks a preliminary injunction and corrective advertising; Kuckelman said Monday that Lilly's ads "leaves them with the inevitable conclusion that Lilly's medicines are superior to Novo's, and that's not accurate."
- Novo argues Lilly has "no basis to make these comparative claims" because no head-to-head trials comparing highest doses exist, and alleges similar deceptive tactics in Mounjaro versus Ozempic ads withholding data on higher doses approved four years ago.
67 Articles
67 Articles
The Independent
The Independent (US)Weight-loss drug maker sues rival over which GLP-1 sheds the most pounds
Novo Nordisk claims Eli Lilly compared peak doses of Zepbound against outdated, lower doses of Wegovy to advertise a 50-pound weight loss versus 33 pounds
The Danish pharmaceutical company asks to withdraw the advertisements, publish corrective advertising and receive compensation, in the midst of the dispute over the multimillion dollar market for obesity medicines.
Novo Nordisk Sues Eli Lilly, Says Weight-Loss Drug Comparison Ads Are Misleading
Novo Nordisk has sued Eli Lilly over advertising that compares the effectiveness of the two companies’ blockbuster obesity and diabetes drugs. In a lawsuit filed on July 21 in federal court in New Jersey, the Danish drugmaker accused its American rival of relying on outdated studies to promote its GLP-1-based medications Mounjaro and Zepbound as more effective than Novo’s Ozempic and Wegovy. In one Lilly television ad cited by Novo, a voiceover …
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