Novo Nordisk sues Eli Lilly over GLP-1 ads in U.S. court
What's next: Novo plans to seek an injunction and wants Lilly to pull the ads, run corrections and pay damages.
Novo Nordisk filed suit against Eli Lilly in U.S. District Court in New Jersey on Tuesday, accusing its rival of false advertising in nationwide campaigns for Zepbound and Mounjaro. Novo argues Lilly compared the highest approved doses of its own drugs with lower doses of Wegovy and Ozempic, while leaving out newer, higher-dose versions of Novo treatments. The Danish drugmaker says Lilly ignored an April cease-and-desist letter after Wegovy won approval for a 7.2-milligram dose. Novo is asking the court to halt the ads, order corrective advertising and award damages. Lilly said it stands by the campaigns and called its head-to-head trial the best direct evidence for comparing the medicines.