COPENHAGEN: Danish prescribed drugs heavyweight Novo Nordisk mentioned Tuesday (Jul 21) it’s suing arch US rival Eli Lilly over “false and materially deceptive” adverts for its competing weight-loss and anti-diabetes therapies.
The Danish maker of Wegovy and Ozempic complained that the US group – which makes rival weight-loss therapies Zepbound and Mounjaro – “deliberately chosen outdated research” that in contrast Lilly’s highest doses in opposition to decrease doses of Novo Nordisk’s medicines.
The US group’s advertisements “deceptively (offered) these outcomes as proof of broad, product-level superiority whereas burying or omitting crucial medical context,” the Danish group mentioned.
Novo Nordisk has developed a molecule referred to as semaglutide, whereas Eli Lilly developed rival molecule tirzepatide.
The competing medication are a monetary windfall for every of the pharmaceutical giants.
“As new and simpler remedy choices develop into out there, folks deserve correct data that displays the most recent scientific proof and helps them make knowledgeable care choices,” mentioned Novo Nordisk’s basic counsel, John F. Kuckelman.
“Healthcare corporations have a duty to maintain their public claims correct and present – ineffective, fine-print disclaimers don’t repair the deceptive impression created by main nationwide campaigns.”
The goal of the Danish group’s wrath is an promoting marketing campaign that was “aired throughout latest, broadly considered world sporting broadcasts and on TikTok and Fb, inflicting widespread confusion,” it mentioned.
