Novo Nordisk (NYSE:NVO) has asked a U.S. court to issue a preliminary injunction that would immediately block a series of weight-loss and diabetes drug advertisements from Eli Lilly (NYSE:LLY), intensifying the legal dispute between the two pharmaceutical companies.
The latest filing marks a further escalation in the battle between the rivals as competition in the fast-growing obesity treatment market continues to intensify.
Legal dispute moves forward
Novo Nordisk confirmed on Friday that it is seeking emergency court action after previously warning it would pursue an injunction unless Eli Lilly voluntarily withdrew the disputed advertising.
Earlier this week, the Danish drugmaker filed a lawsuit alleging that Lilly’s marketing materials mislead consumers when comparing the companies’ obesity and diabetes treatments.
Novo had indicated on Tuesday that it would seek judicial intervention if the advertisements remained in circulation.
Obesity market competition intensifies
The legal action comes as Novo Nordisk and Eli Lilly continue competing for leadership in the rapidly expanding obesity drug market.
Industry analysts expect the U.S. obesity treatment sector alone to exceed $100 billion in value by the end of the decade, making the market one of the most significant growth opportunities for the global pharmaceutical industry.
The rivalry between the two companies has intensified as demand for next-generation weight-loss medicines continues to increase worldwide.
Lilly rejects the allegations
Eli Lilly had not responded to requests for additional comment on Friday.
However, following the lawsuit earlier this week, the company denied any wrongdoing and said it stands behind its advertising practices.
Lilly also stated that it intends to vigorously defend itself against Novo Nordisk’s legal claims as the case proceeds through the U.S. courts.
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