Novo Nordisk seeks removal of Lilly’s Zepbound and Mounjaro ads
Danish drugmaker Novo Nordisk has sued rival Eli Lilly, alleging the U.S. pharmaceutical giant is misleading consumers with ad campaigns that the company’s weight-loss and diabetes drugs are superior to Novo’s competing products, Reuters reported
The lawsuit, filed in a federal court in New Jersey, alleges that Lilly violated false advertising and unfair competition laws through nationwide marketing campaigns for obesity drug Zepbound and diabetes treatment Mounjaro. Novo claims the advertisements present an inaccurate comparison between Lilly’s medicines and its own blockbuster drugs Wegovy and Ozempic
According to Novo, Lilly’s advertisements compare the highest approved doses of Zepbound and Mounjaro with lower doses of Wegovy and Ozempic, while excluding newer, higher-dose versions of Novo’s medicines that the company says deliver significantly improved results
“The ads are maliciously and deceptively false because Lilly knowingly cites outdated clinical trials,” Novo said in its legal complaint
The Danish pharmaceutical company said it sent Lilly a cease-and-desist notice in April after US regulators approved a higher 7.2 mg dose of Wegovy. Novo argues that Lilly continued running the advertisements and only added what it considers an inadequate disclaimer rather than updating the underlying claims, Reuters reported
Novo is seeking a court order requiring Lilly to withdraw the advertisements, launch a corrective advertising campaign and pay damages. The company has also indicated it may seek a preliminary injunction if the advertisements are not voluntarily removed
Lilly rejects allegations
Eli Lilly has denied the allegations and said its advertising is based on robust scientific evidence, including results from its SURMOUNT-5 clinical trial. The company said the study remains the only head-to-head randomised clinical trial directly comparing Lilly’s Zepbound with Wegovy, according to the reports
A Lilly spokesperson said the company stands firmly behind its advertisements, arguing that Novo is attempting to block communication of legitimate clinical trial findings rather than competing on the merits of its products
High-stakes obesity drug market
The legal battle reflects intensifying competition in the rapidly expanding obesity and diabetes treatment market, where Novo and Lilly have emerged as the dominant players
Analysts predict the worldwide market for obesity drugs will exceed $100 billion by 2030, positioning the sector as one of the most profitable growth segments for the pharmaceutical industry
Novo was the first to achieve widespread success with Wegovy but Lilly’s Zepbound has since seized a significant share of the US market. Both companies continue to invest heavily in new treatments, formulations and marketing campaigns as they battle for patients and doctors
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First Published onJuly 22, 2026, 13:01:02 IST
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