Novo Nordisk, the Danish drugmaker behind Ozempic, filed a lawsuit against Eli Lilly on Tuesday, alleging that its advertising for Zepbound and Mounjaro is false. Novo Nordisk claims the ads use outdated studies that misrepresent data.
The lawsuit says Lilly's ads present results as proof of product superiority but hide or omit important clinical details. Novo Nordisk develops semaglutide, while Lilly developed tirzepatide. Both drugs are used for weight loss and diabetes treatment.
Novo Nordisk's general counsel, John F Kuckelman, stated that healthcare companies must provide accurate information. He said ineffective disclaimers do not correct misleading ads, especially those shown during major sporting events and on TikTok and Facebook.
Eli Lilly called the lawsuit a distraction from product competition. A spokesperson said the Surmount-5 trial, which directly compares tirzepatide and semaglutide, supports Lilly's claims. Lilly said it stands by its advertising.
Both drugs mimic the hormone GLP-1, which helps regulate blood sugar and appetite. They are prescribed for weight loss and type 2 diabetes, a condition affecting millions globally.