Novo Nordisk is suing Eli Lilly to shut down ads for Zepbound and Mounjaro, claiming they mislead consumers by comparing higher doses of Lilly’s drugs to lower doses of Novo’s Wegovy and Ozempic — while ignoring Novo’s newer, more effective versions. The Danish pharma giant seeks a court order to halt the ads and force corrective messaging, as the $100B+ obesity drug market heats up. Lilly denies wrongdoing and vows to fight back fiercely.
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