Novo Nordisk has filed a lawsuit against Eli Lilly in a U.S.federal court, alleging that Lilly's advertising for its weight-loss drugs is deceptive.

The Danish pharmaceutical company claims that Lilly's campaigns for Zepbound and Mounjaro falsely compare their products to lower doses of Novo's Wegovy and Ozempic, while omitting newer, higher-dose versions that offer greater weight loss.

The lawsuit alleges violations of federal and state false advertising laws, including the Lanham Act, and seeks a court order to remove the ads and mandate corrective campaigns.Novo also aims to recover damages tied to Lilly's profits from the disputed advertisements.The case highlights intense competition in the U.S.obesity drug market, projected to exceed $100 billion by 2030.Lilly has not yet responded to the claims, but Novo's legal team asserts that the ads rely on outdated trials and misleading comparisons.The dispute underscores growing tensions between pharmaceutical companies over marketing practices and market dominance.