Ozempic-maker sues rival, accusing it of false advertising

The maker of Wegovy and Ozempic, Novo Nordisk, has launched legal action accusing its arch rival Eli Lilly of false advertising in suggesting its weight-loss drugs perform better. The Danish company filed a lawsuit in the US on Tuesday claiming Eli Lilly, which makes Mounjaro and Zepbound, deployed ad campaigns to create the misleading impression that Eli Lilly's medicines are superior. Novo said its rival compared the highest approved doses of its medicines for obesity and type-2 diabetes with lower doses of Novo Nordisk's, while omitting newer, higher-dose options. The BBC has contacted Eli Lilly for comment. The lawsuit comes as Novo and Eli Lilly are locked in battle to dominate the fast-growing weight-loss drug industry, especially in the US, which analysts have estimated could be worth more than $100bn by 2030.