The Ozempic and Wegovy maker alleges that Lilly’s marketing relies on older clinical trial data to create a favorable comparison with Novo Nordisk’s treatments|@novonordisk; @EliLillyandCo|X

Danish pharmaceutical giant Novo Nordisk has sued US rival Eli Lilly, accusing it of deceptive advertising regarding GLP-1 weight loss treatments.

The Ozempic and Wegovy maker alleges that Lilly’s marketing relies on older clinical trial data to create a favorable comparison with Novo’s treatments. The company argues that newer data shows high-dose Wegovy can deliver weight-loss results comparable to Lilly’s products.

The lawsuit specifically points to a Zepbound television commercial that has generated more than 700 million impressions.

Novo is seeking financial damages, corrective advertising, and a permanent injunction to stop the campaigns.

The legal battle comes as both companies compete aggressively for a larger share of the rapidly growing US weight loss drug market.