Novo Nordisk Seeks Preliminary Injunction Against Lilly
Novo Nordisk has filed a motion for a preliminary injunction in the New Jersey District Court, seeking to stop Eli Lilly's “misleading” GLP-1 advertising campaigns while an earlier Novo Nordisk lawsuit proceeds.
The move follows Novo Nordisk's lawsuit last week (see story) alleging that ads for Lilly’s Zepbound and Mounjaro (both tirzepatide) are deceptive because they reference outdated studies in an attempt to demonstrate the Lilly products are superior to Novo Nordisk’s Ozempic and Wegovy (both semaglutide). A Novo Nordisk statement says the Lilly ads intentionally compare Lilly’s highest doses against lower doses of Novo Nordisk’s drugs, “deceptively presenting these results as proof of broad, product-level superiority while burying or omitting critical clinical context.”
Novo Nordisk says that since filing the lawsuit, Lilly failed to remove the “confusing and deceiving” direct-to-consumer campaigns. “We welcome competition grounded in honest, up-to-date science, but we cannot stand by as advertising continues to withhold the information patients need and deserve when making decisions about their health," Novo Nordisk group general counsel John F. Kuckelman is quoted in a release as saying. “Millions of Americans living with obesity and Type 2 diabetes rely on these medicines. Misleading advertisements that selectively compare lower doses of Novo Nordisk's medicines against higher doses of Lilly’s medicines, based on outdated studies, leave patients with the mistaken impression that Lilly's drugs are vastly superior, and that is simply not true.”