The Globe and Mail reports in its Wednesday, July 22, edition that Novo Nordisk sued Eli Lilly in U.S. federal court, alleging false advertising over claims that Eli Lilly's weight-loss drugs outperform Novo's. A Reuters dispatch to The Globe reports that Novo has filed a lawsuit in New Jersey against Lilly, claiming violations of false advertising and unfair competition laws, including the Lanham Act, related to advertising for the obesity drug Zepbound and diabetes treatment Mounjaro. Novo alleges Lilly compared the highest approved doses of its medicines with lower doses of Novo's Wegovy and Ozempic while omitting newer, higher-dose versions that Novo says deliver greater weight loss. "The ads are maliciously and deceptively false because Lilly knowingly cites outdated clinical trials that compare the highest doses of the Lilly medicines to lower doses of Novo Nordisk's medicines," Novo wrote in its complaint. Novo and Lilly are locked in a fierce battle for dominance in the U.S. obesity drug market, which analysts expect to be worth more than $100-billion (U.S.) by 2030. Novo was first to market with weight-loss injection Wegovy, but later lost the lead to Lilly's rival Zepbound.