Novo Nordisk seeks an emergency injunction in the US to halt Eli Lilly\u2019s advertising, alleging misleading comparisons. The decision could reshape marketing tactics in the booming obesity drug market.<\/p>\n
Copenhagen, July 24 (Reuters) \u2013 Novo Nordisk said on Friday that it filed in the U.S. for a temporary restraining order aimed at immediately blocking ads for weight-loss and diabetes drugs from Eli Lilly.<\/p>\n
On Tuesday the Danish company said it filed a lawsuit against Lilly, claiming that consumers are misled about how the products of the two companies compare, and that it would seek a preliminary injunction if the American company does not voluntarily pull the questionable advertising.<\/p>\n
Lilly on Tuesday denied any wrongdoing, saying it stands by its advertising and will vigorously defend itself. The American pharmaceutical company did not respond to a request for comment outside business hours on Friday.<\/p>\n
Novo Nordisk and Lilly are vying for dominance in the obesity drug market, which analysts estimate could exceed $100 billion by the end of the decade, particularly in the United States.<\/p>\n
On Friday Novo said in a press release that Lilly\u2019s advertising is based on outdated studies and creates the false impression that the American company\u2019s drugs substantially outperform.<\/p>\n
From my perspective, this shows Novo Nordisk is taking a more aggressive stance in managing its business; they won\u2019t simply let Lilly say whatever it wants.<\/p>\n
\u2013 Evan Seigerman<\/p>\n
\u201cNovo Nordisk is seeking a court order on an expedited basis so that people can see the accurate and complete picture of the treatment options available to them today,\u201d the statement said.<\/p>\n
Novo\u2019s lawsuit alleges that Lilly violated false advertising and unfair competition laws through its campaigns for Zepbound and Mounjaro.<\/p>\n
Novo also notes that Lilly compared the highest approved doses of Zepbound and Mounjaro with lower doses Wegovy and Ozempic, while not mentioning Novo\u2019s newer, higher-dose products that the company says deliver greater weight loss.<\/p>\n
The suit seeks a permanent injunction requiring Lilly to pull the campaigns and run corrective advertising.<\/p>\n
A court ruling won\u2019t help them in the marketing battle<\/p>\n
\u2013 Sven Borho<\/p>\n
BMO analyst Evan Seigerman believes this lawsuit is a way for Novo to shift public perception of how the two companies\u2019 drugs work.<\/p>\n
Lilly also leads them in research and development.<\/p>\n
\u2013 Sven Borho<\/p>\n
Sven Borho, managing partner at Orbimed, noted that Novo needs to focus on its pipeline, and added that Lilly also leads them in the field of R&D.<\/p>\n
Despite the dispute, both companies are competing for obesity market leadership, analysts say, as the sector\u2019s total value is expected to reach tens of billions of dollars in the coming years.<\/p>\n
The court\u2019s decision could shape the course of this legal-marketing battle between Novo Nordisk and Eli Lilly, while also influencing the strategies of both manufacturers in the future.<\/p>\n","protected":false},"excerpt":{"rendered":"Novo Nordisk seeks an emergency injunction in the US to halt Eli Lilly\u2019s advertising, alleging misleading comparisons. The…\n","protected":false},"author":2,"featured_media":134641,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[271],"tags":[276,64655,38,272,27569,277],"class_list":["post-134640","post","type-post","status-publish","format-standard","has-post-thumbnail","category-novo-nordisk","tag-eli-lilly","tag-false-advertising","tag-news","tag-novo-nordisk","tag-obesity-market","tag-weight-loss-drugs"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/116974874860506954","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/134640","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=134640"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/134640\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/134641"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=134640"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=134640"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=134640"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}