Danish pharmaceutical company Novo Nordisk, manufacturer of the drugs Ozempic and Wegovy, filed a lawsuit in the United States against the American Eli Lilly, owner of the drugs Mounjaro and Zepbound, accusing the rival of misleading advertising about its weight loss treatments. The lawsuit was filed this Tuesday (21) in a federal court in New Jersey. According to Novo Nordisk, Eli Lilly violated federal and state advertising and competition laws by promoting national campaigns for Zepbound, recommended for obesity, and Mounjaro, used to treat type 2 diabetes. ??Do you have any suggestions for a report? Send it to g1 Understand what motivated the process Novo Nordisk claims that Eli Lilly compared the highest approved doses of its medicines with lower dosage versions of Wegovy and Ozempic, leaving out more recent studies and higher doses which, according to the company, present better results than those used in the comparison. In the action, the pharmaceutical company claims that the advertisements are "false and misleading" because they use data from clinical trials considered outdated to support the superiority of the rival's medicines. Indianapolis-based Eli Lilly had no immediate comment. Dose Comparison According to Novo Nordisk, Eli Lilly's ads highlight an average loss of approximately 50 pounds (about 22.7 kilograms) with Zepbound, versus 33 pounds (15 kilograms) with Wegovy. United Kingdom investigates possible adverse reactions to Mounjaro The pharmaceutical company argues, however, that this comparison uses studies that do not include the highest doses currently approved for Wegovy. According to the company, advanced-stage clinical trials indicate an average loss of around 48 pounds (21.8 kilograms) with Zepbound and 47 pounds (21.3 kilograms) with Wegovy at its maximum doses. Billion-dollar dispute over the weight loss market Novo Nordisk and Eli Lilly compete for leadership in the obesity medicine market in the United States, which analysts estimate will exceed US$100 billion by 2030. Novo Nordisk was the first to gain prominence in the segment with Wegovy. In recent years, however, it has lost space to Zepbound, from Eli Lilly. In response, the company launched an oral version of Wegovy, demand for which remained high even after the arrival of Lilly's competing pill. Is Tirzepatide the same thing as Mounjaro? Find out more about the medicine Disclosure The United States is among the few countries that allow pharmaceutical companies to advertise prescription medicines directly to consumers. Every year, the industry invests billions of dollars in television campaigns and other media. What Novo Nordisk asks for In addition to compensation, Novo Nordisk wants the Court to order the removal of the advertising pieces and force Eli Lilly to carry out a corrective campaign to clarify the information disclosed to consumers. The company also informed that it intends to request an injunction if the rival does not voluntarily remove the advertisements. According to John Kuckelman, legal director at Novo Nordisk, the company sent an extrajudicial notification to Eli Lilly in April, after the 7.2 milligram dose of Wegovy was approved in the US. According to him, the rival's response was only to include a warning considered insufficient by the Danish pharmaceutical company. Kuckelman also stated that the Eli Lilly campaign has been shown more than 700 million times since the ads were modified at the end of April.