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Tuesday, July 21Tuesday, July 21
Novo Nordisk has filed a lawsuit against Eli Lilly in the U.S. District Court in New Jersey, accusing the American pharmaceutical company of misleading advertising. The Danish pharmaceutical giant alleges that Eli Lilly used outdated clinical trial data to claim that its weight-loss drug Zepbound is more effective than Novo Nordisk's Wegovy.
According to Novo Nordisk, Eli Lilly's advertising campaign is "malicious and materially misleading" because it omits relevant information about the most effective doses of Ozempic and Wegovy compared to Eli Lilly's drugs. The lawsuit also claims that Eli Lilly falsely advertised that its diabetes drug Mounjaro is more effective than Novo Nordisk's Ozempic in reducing blood sugar levels.
Novo Nordisk is seeking an injunction to stop Eli Lilly from continuing with the allegedly misleading advertisements and is demanding corrective advertising. Additionally, the company is seeking damages, although the exact amount has not been specified.
Eli Lilly has denied the accusations, stating that it will "vigorously" defend itself in court. The company maintains that its advertising is based on scientific data and that it will continue to focus on the science behind its products.
The lawsuit intensifies the ongoing battle between the two pharmaceutical giants in the lucrative weight-loss and diabetes drug market, which is estimated to be worth around $80 billion. Both companies have recently introduced oral medications for obesity, with Novo Nordisk launching its product in January and Eli Lilly following in April.
In May 2025, a large comparative study funded by Eli Lilly showed that Zepbound was more effective than Wegovy. Following the publication of this study, Novo Nordisk's share price fell by 2.9 percent. However, Novo Nordisk has argued that newer data shows its drugs are comparable in effectiveness to Eli Lilly's products.
The competitive landscape between the two companies has been heated, with both vying for market dominance. Novo Nordisk was the first to bring weight-loss drugs to market, but Eli Lilly has quickly caught up, leading to a series of market maneuvers and price adjustments.
In June 2025, Novo Nordisk reduced the prices of its Wegovy obesity drugs due to a patent issue in Canada, where the patents for Ozempic and Wegovy expired at the beginning of the year. This expiration opened the door for cheaper generic versions of the drugs.
Novo Nordisk's stock experienced a significant drop in February, falling over 17 percent in the Copenhagen Stock Exchange after the company announced that it expected its revenue to decline by up to 13 percent in 2026.
Despite these challenges, Novo Nordisk remains one of Europe's most successful companies and was the most valuable listed company in Europe in June 2025.
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Novo vil sagsøge amerikansk konkurrent for vildledende markedsføring
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