Judge Denies Novo Bid to Block Lilly's Zepbound Ads; Obesity Drug Marketing Battle Continues

A federal judge on Monday denied Novo Nordisk's request to block an Eli Lilly advertising campaign comparing their rival obesity medicines Wegovy and Zepbound, handing Lilly a win in one of the pharmaceutical industry's most intense commercial battles. U.S. District Judge Zahid Quraishi ruled Novo failed to prove its case, finding Wegovy prescription volume did not fall while the commercials aired from April to July and that the ads acknowledged a higher-dose Wegovy exists. Lilly also revised newer Zepbound ads to note high-dose Wegovy was not tested against Zepbound. Quraishi additionally criticized Novo's own Ozempic advertising for claiming superiority over Lilly's Trulicity without disclosing a higher-dose version. Novo sued Lilly in July alleging deceptive advertising, and a spokesperson said the ruling does not resolve whether Lilly's advertising is false and misleading. Wall Street analysts expect the obesity drug market to exceed $100 billion by 2030.