Novo Nordisk sues GLP-1 rival Eli Lilly over claims of false advertising
GLP-1 drugs continue to take the United States by storm, and Novo Nordisk and Eli Lilly have emerged as the two leading pharmaceutical companies in that space. Now, Novo Nordisk has filed a lawsuit against Lilly, accuses the Indiana-based company of running “false and materially misleading” advertisements that cite “outdated studies.”
Novo Nordisk sells semaglutide under the brand names Wegovy and Ozempic. Lilly sells tirzepatide under the brand names Zepbound and Mounjaro. Novo Nordisk previously sent Lilly a formal cease-and-desist request calling for certain advertisements to be pulled. Lilly has not budged, however, standing behind its ad campaign.
The advertisements in question compared semaglutide to tirzepatide. According to Novo Nordisk’s lawsuit, Lilly is “withholding critical scientific evidence” by not basing its comparisons on the most recently approved iterations of semaglutide. While some advertisements compared Zepbound and Wegovy, others have compared Mounjaro to Ozempic.
“As new and more effective treatment options become available, people deserve accurate information that reflects the latest scientific evidence and helps them make informed care decisions," John F. Kuckelman, senior vice president and group general counsel for Novo Nordisk, said in a statement. “Healthcare companies have a responsibility to keep their public claims accurate and current—ineffective, fine-print disclaimers do not fix the misleading impression created by major national campaigns.”
Lilly, meanwhile, has no plans on pulling any advertisements.
“Rather than compete on the merits of its products, Novo is asking a court to stop Lilly from communicating the results of that trial,” a Lilly spokesperson told Cardiovascular Business. “We stand firmly behind our advertising. It is truthful, it is transparent, and it is grounded in the most direct scientific evidence available—exactly what patients deserve. We will continue to focus on the science and defend against this lawsuit vigorously.”
One of healthcare’s biggest trends
The rise of GLP-1 drugs continues to be one of modern medicine’s biggest trends. These medications were originally developed to treat diabetes. Over the years, however, they have been linked to substantial weight loss and even cardiovascular risk reductions in a wide variety of patient populations.
Click here and here for two relevant studies exploring the potential impact of these drugs. Another recent study tracked a rise in poison control calls associated with GLP-1 drugs.
Michael has more than 19 years of experience as a professional writer and editor. He has written at length about cardiology, radiology, artificial intelligence and other key healthcare topics.