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Novo Nordisk sues Eli Lilly over ads it calls misleading
Novo Nordisk alleges Eli Lilly used “outdated studies” by comparing Lilly’s highest doses against lower doses of Novo medicines, and the lawsuit targets a campaign spread on major sports broadcasts plus TikTok and Facebook.
Novo Nordisk has filed a lawsuit against Eli Lilly, accusing the US drugmaker of running “false and materially misleading” advertisements for its competing weight-loss and diabetes treatments.
Novo Nordisk said Eli Lilly “intentionally selected outdated studies” by contrasting Lilly’s highest doses against lower doses of Novo Nordisk medicines, and it argued that Lilly presented the results while omitting key clinical context that would affect how the data should be understood.
Novo Nordisk also said the ads were aired during widely viewed global sporting broadcasts and on TikTok and Facebook, adding that it expects the campaign to have caused widespread confusion.
Eli Lilly disputed the allegations, saying the trial behind its advertising, known as Surmount-5, is the only direct head-to-head randomized clinical trial comparing tirzepatide and semaglutide in a weight management context, and it said Novo is seeking to block Lilly from communicating those results.