Novo Nordisk on Tuesday sued Eli Lilly for allegedly running a 'deceptive' ad campaign that uses outdated clinical trials to make its obesity and diabetes drugs appear more effective.[4995099][4979605] In the lawsuit, Novo argued that Lilly has been comparing the highest doses of its weight loss drug Zepbound and diabetes drug Mounjaro with lower doses of Novo's Wegovy and Ozempic.[4995099][4970884] John Kuckelman, Novo's general counsel and senior vice president, said in an interview that what has brought them to this moment is 'what we now see as a nationwide pattern, by Lilly, of deceptive advertising. They are intentionally confusing consumers'.[4995099] The lawsuit marks a new phase in one of the pharmaceutical industry's most intense rivalries.[4979605]