FDA Calls Out Novo Nordisk's 'False or Misleading' Claims in Wegovy Obesity Pill Ad

The agency says the TV ad exaggerates the drug's benefits and fails to properly present risk information.

Published on Feb. 9, 2026

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The Food and Drug Administration has sent a letter to Novo Nordisk, stating that the company's TV advertisement for its newly launched Wegovy obesity pill includes 'false or misleading' claims about the medicine's abilities and benefits. The FDA said the ad misleadingly suggests the pill offers superior benefits to other approved GLP-1 weight loss drugs and implies benefits beyond just physical weight loss, which has not been demonstrated. The agency requested that Novo Nordisk take immediate action to address the violations, which could include ceasing all ads containing misleading claims.

Why it matters

The FDA's letter adds to the mounting challenges Novo Nordisk is facing as it tries to win back market share from rival Eli Lilly and cheaper compounded versions of GLP-1 weight loss drugs. Wegovy is a key product for the company, and misleading advertising could undermine consumer trust and the drug's commercial success.

The details

In the letter, the FDA said Novo Nordisk's ad misleadingly suggests its pill offers superior benefits to other approved GLP-1 weight loss drugs. The agency said phrases used in the spot, including 'live lighter' and 'a way forward,' imply greater weight loss than other treatments and added benefits beyond that, despite no evidence to support those claims. The ad's statements 'misleadingly imply benefits beyond physical weight loss such as emotional relief, reduced psychological burden, hope, or direction for patients' lives, positioning the drug as a solution to broader life challenges rather than a treatment for a specific condition, when this has also not been demonstrated,' the FDA said.

  • The FDA letter was dated February 5, 2026.
  • Novo Nordisk's Wegovy pill was launched in January 2026.

The players

Novo Nordisk

A Danish pharmaceutical company that developed the Wegovy obesity pill.

Eli Lilly

A rival pharmaceutical company that competes with Novo Nordisk in the GLP-1 weight loss drug market.

Hims & Hers

A telehealth company that Novo Nordisk is suing for mass marketing compounded versions of the Wegovy pill and injections.

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What they’re saying

“We take all regulatory feedback seriously and are in the process of responding to the FDA to address their concerns regarding the advertisement's presentation.”

— Liz Skrbkova, Head of U.S. Media and Stakeholder Relations, Novo Nordisk (Novo Nordisk statement)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Hims & Hers to continue marketing compounded versions of the Wegovy pill and injections.

The takeaway

This FDA letter highlights the importance of accurate and responsible advertising in the pharmaceutical industry, especially for new and high-profile drugs like Wegovy. Misleading claims could undermine consumer trust and the commercial success of the product, underscoring the need for drugmakers to carefully review their marketing materials to ensure compliance with regulations.