Still life of the new Wegovy semaglutide tablets on a white background. Its a prescription medicine used with a reduced calorie diet and physical activity.
Michael Siluk | Universal Images Group | Getty Images
WASHINGTON, February 9, 2026 — Novo Nordisk’s television advertisement for its newly launched Wegovy pill for obesity contains “false or misleading” claims, according to the Food and Drug Administration. The FDA’s concerns center on whether the ad accurately portrays Wegovy’s benefits compared to other weight-loss drugs currently on the market.
In a letter to Novo dated February 5, the agency stated the ad misbrands the oral drug, constituting a violation of federal law. The FDA has requested immediate action from the drugmaker to rectify the violations, potentially including halting all advertisements containing the misleading claims.
Novo Nordisk confirmed receipt of the letter Monday, clarifying that the ad has been running since the pill’s January launch but is separate from its planned Super Bowl advertisement.
“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,” said Liz Skrbkova, Novo’s head of U.S. media and stakeholder relations, in a statement.
This development adds to the challenges facing the Danish drugmaker as it attempts to regain market share from Eli Lilly and cheaper, compounded alternatives in the rapidly expanding GLP-1 market. The Wegovy pill is central to these efforts; it was the first GLP-1 pill for obesity to become available in January, and Novo reported last week that over 170,000 American patients are already using the drug.
The FDA letter was first reported by Bloomberg on Monday.
The FDA’s letter specifically alleges that Novo’s ad misleadingly suggests the Wegovy pill offers superior benefits compared to other approved GLP-1 weight loss drugs. Phrases like “live lighter” and “a way forward” were cited as implying greater weight loss and additional benefits without supporting evidence.
According to the FDA, 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 agency also criticized the ad for failing to adequately present risk information in both audio and text, a requirement for televised pharmaceutical advertising.
Also on Monday, Novo Nordisk initiated legal action against Hims & Hers, seeking a court order to halt the telehealth company’s marketing of compounded versions of Wegovy pills and injections.
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