A U.S. district judge on Monday denied Novo Nordisk's request to block rival Eli Lilly from advertising its weight-loss drugs. Lilly can continue its current Zepbound ad campaign while the broader lawsuit proceeds.
Novo Nordisk sued Lilly in July, alleging its advertising was false and misleading. The lawsuit claimed Lilly's ads unfairly compared Zepbound's highest doses with lower, older doses of Novo Nordisk's Wegovy.
The judge found Novo Nordisk's claim of irreparable harm insufficient to justify a preliminary injunction, an extraordinary measure. The ruling marks a key development in the marketing battle between the two leading companies in the rapidly growing weight-loss medication market.