Novo Nordisk has filed a lawsuit against Eli Lilly, alleging that its advertising campaigns for its blockbuster obesity and diabetes drugs are designed to mislead consumers about their superior efficacy relative to the Danish drugmaker's rival injections.
Novo is specifically taking issue with nationwide ads that cite what it called "outdated" clinical trials to compare the highest doses of Lilly's medicines to lower doses of Novo's drugs.
Novo asked the court to permanently stop Lilly from running the ads and require the drugmaker to issue corrective advertising.
The lawsuit claims that Lilly's advertising campaign deprives consumers of the truthful, current, and complete information they need to make informed decisions about their available treatment options.
Novo is also seeking financial damages, though it's unclear how much.
Lilly did not immediately respond to a request for comment.
