\n<\/p>\n
Ozempic maker Novo Nordisk said on Tuesday it is suing arch US rival Eli Lilly over \u201cfalse and materially misleading\u201d adverts for its competing weight-loss and anti-diabetes treatments.<\/p>\n
The Danish pharmaceuticals heavyweight complained that the US group \u2013 which makes rival weight-loss treatments Zepbound and Mounjaro \u2013 \u201cintentionally selected outdated studies\u201d that compared Lilly\u2019s highest doses against lower doses of Novo Nordisk\u2019s medicines.<\/p>\n
Eli Lilly\u2019s ads \u201cdeceptively (presented) those results as proof of broad, product-level superiority while burying or omitting critical clinical context\u201d, Novo Nordisk said.<\/p>\n
Novo Nordisk has developed a molecule called semaglutide, while Eli Lilly developed rival molecule tirzepatide.<\/p>\n
The competing drugs are a financial windfall for each of the pharmaceutical companies.<\/p>\n
\u201cAs new and more effective treatment options become available, people deserve accurate information that reflects the latest scientific evidence and helps them make informed care decisions,\u201d said John F Kuckelman, Novo Nordisk\u2019s general counsel.<\/p>\n
\u201cHealthcare companies have a responsibility to keep their public claims accurate and current \u2013 ineffective, fine-print disclaimers do not fix the misleading impression created by major national campaigns.\u201d<\/p>\n
The target of the Danish group\u2019s wrath is an advertising campaign that was \u201caired during recent, widely viewed global sporting broadcasts and on TikTok and Facebook, causing widespread confusion\u201d, it said.<\/p>\n
Eli Lilly responded to its rival\u2019s accusations with a statement saying that the trial which underpins its advertising, known as Surmount-5, is \u201cthe only direct, head-to-head randomised clinical trial comparing tirzepatide and semaglutide in the context of weight management\u201d.<\/p>\n
An Eli Lilly spokesperson added that \u201crather than competing on the merits of its products, Novo is asking a court to prevent Lilly from communicating the results of this trial. We firmly stand by our advertising campaign.\u201d<\/p>\n
Anti-obesity treatments mimic a hormone secreted by the intestines, GLP-1.<\/p>\n
They can be used for weight loss and\/or to treat type 2 diabetes, the most common form of the disease.<\/p>\n","protected":false},"excerpt":{"rendered":"
Ozempic maker Novo Nordisk said on Tuesday it is suing arch US rival Eli Lilly over \u201cfalse and materially misleading\u201d adverts for its competing weight-loss and anti-diabetes treatments. The Danish pharmaceuticals heavyweight complained that the US group \u2013 which makes rival weight-loss treatments Zepbound and Mounjaro \u2013 \u201cintentionally selected outdated studies\u201d that compared Lilly\u2019s highest<\/p>\n","protected":false},"author":1,"featured_media":51308,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[7246,1545,1462,25037,2670,12473,1290,9299,6680,2126,1983],"class_list":{"0":"post-51307","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-health","8":"tag-ads","9":"tag-industry","10":"tag-maker","11":"tag-materially","12":"tag-misleading","13":"tag-nordisk","14":"tag-novo","15":"tag-ozempic","16":"tag-pharmaceuticals","17":"tag-rival","18":"tag-sues"},"_links":{"self":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/posts\/51307","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=51307"}],"version-history":[{"count":0,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/posts\/51307\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/media\/51308"}],"wp:attachment":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=51307"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=51307"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=51307"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}