Judge Won't Pull Lilly's Obesity Ads as Novo Fails to Show Harm
- A federal judge refused Novo Nordisk's request for a preliminary injunction against Lilly's comparative Zepbound advertising.
- Novo failed to show harm: Wegovy prescriptions held steady during the April-July campaign, and the ads acknowledged a higher-dose Wegovy exists.
- Novo says the order does not decide whether the ads are false; its July false-advertising suit continues.
💡 Points
Flat Wegovy prescriptions through a months-long Lilly campaign is the quiet finding: it undercuts the idea that comparative messaging is moving share in obesity, and shows how hard injunctions are to win without measurable harm. The July suit still runs, but in a two-player GLP-1 market, expect the real contest to stay on data and access, not in court.