Novo Nordisk filed a lawsuit against Eli Lilly in a New Jersey federal court for false and misleading advertising. The complaint targets national campaigns for Eli Lilly’s GLP-1 drugs, Zepbound and Mounjaro.
Novo Nordisk alleges the advertisements deceptively compare Lilly’s highest doses against older, lower doses of Wegovy and Ozempic. The suit claims these ads create a false impression of superiority by omitting information regarding newer, more effective FDA-approved options from Novo Nordisk.
Novo Nordisk seeks a permanent injunction to stop the advertising and demands that Eli Lilly launch a corrective campaign. The legal action follows Eli Lilly’s refusal to pull or modify the ads after receiving a formal cease-and-desist request.