Novo Nordisk Sues Eli Lilly Over Deceptive GLP-1 Drug Ads
Novo Nordisk has filed a lawsuit against Eli Lilly, alleging that Lilly's television ads for its weight-loss drug Zepbound are deceptive. The ads claim Zepbound leads to greater weight loss than Novo's Wegovy, citing a study showing 50 pounds lost versus 33 pounds. Novo argues the study is outdated, as a higher dose of Wegovy approved in March 2026 now yields an average loss of 47 pounds. Novo also claims misleading comparisons in ads for diabetes drugs Mounjaro and Ozempic. The lawsuit seeks a permanent injunction to halt the ads and a corrective campaign, plus unspecified lost profits. Analysts suggest damages may be immaterial, but halting the ads could benefit Novo. Eli Lilly's stock has risen 50% over the past year, while Novo's has fallen 27%. The global obesity drug market reached $66 billion in 2025 and is projected to hit $120 billion by 2030, with Lilly holding about 60% of the U.S. market.
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