Novo Nordisk sues Eli Lilly over Ozempic and Mounjaro ads

Novo Nordisk has filed a lawsuit against Eli Lilly in a federal court in New Jersey, accusing the company of misleading advertising related to obesity and diabetes medications. Novo alleges that Lilly compared lower doses of its drugs to the highest approved doses of Novo's medications, while concealing newer versions with higher doses that achieve greater weight loss results. Novo is seeking a court order to remove and correct the advertisements and has requested damages for the profits Lilly has gained from these promotional campaigns. The US market for obesity drugs is highly competitive, with expectations that it will exceed $100 billion by 2030. Novo was the first to launch the drug Wegovy but has lost its leading position to Lilly, which launched the competitive drug Ozempic.

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