Novo Nordisk sued Eli Lilly alleging the companies’ obesity-drug ads are misleading, according to the complaint. Novo is challenging marketing claims that it says compare doses and efficacy in a deceptive way, following a cease-and-desist request. Lilly responded that its campaign is truthful. The dispute is positioned as part of an escalating public fight for GLP-1 share as both companies expand indications and compete on dosing strategies. For biotech and pharma stakeholders, the case highlights how competitive claims around clinical trial interpretation and dose framing are increasingly spilling into litigation, with potential impacts on how competitors market label-adjacent messaging.