Novo Nordisk Files for Temporary Restraining Order (TRO) and Preliminary Injunction Friday July 24, 2026 in US District Court for the District of New Jersey to Immediately Block Eli Lilly's National Zepbound (Tirzepatide) and Mounjaro (Tirzepatide) Direct-to-Consumer Advertising Campaigns in the Escalating GLP-1 Advertising-Litigation Docket; Original Complaint Filed Tuesday July 21 Alleges Lilly's Campaigns Rely on Outdated Wegovy Dose Comparisons That Do Not Account for the FDA-Approved Higher-Dose Semaglutide Options Currently Available
Novo Nordisk announced Friday July 24, 2026 that it has filed for a temporary restraining order (TRO) and preliminary injunction in the US District Court for the District of New Jersey to immediately block Eli Lilly's national Zepbound (tirzepatide) and Mounjaro (tirzepatide) direct-to-consumer advertising campaigns. The escalation comes three business days after Novo's original complaint filed Tuesday July 21 alleging that Lilly's ads rely on outdated Wegovy (semaglutide) dose comparisons that do not account for the newer, higher-dose FDA-approved semaglutide options currently available. Through the TRO and preliminary injunction motions, Novo Nordisk seeks immediate court-ordered removal of the disputed Lilly campaigns pending a full merits ruling on the underlying deceptive-advertising claims. Novo also seeks a permanent injunction requiring Lilly to pull all misleading comparative advertising across platforms and to conduct a corrective advertising campaign. The GLP-1 ad war has moved from network TV pharmacy-facing PBM negotiation into full federal court litigation for the first time in the class's US commercialization history. Court hearing dates on the TRO/preliminary injunction have not yet been reported publicly.