FDA Accuses Novo Nordisk of Misleading Wegovy Ad Claims
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 5h ago
0mins
Should l Buy NVO?
Source: CNBC
- FDA Regulatory Warning: The FDA issued a letter to Novo Nordisk on February 5, accusing the company of including 'false or misleading' claims in its Wegovy drug advertisement, demanding immediate corrective actions which may include halting all misleading ads, thereby directly impacting the company's marketing strategy.
- Advertising Content Issues: The FDA highlighted that the ad misleadingly suggests Wegovy offers superior weight loss benefits compared to other approved GLP-1 drugs, using phrases like 'live lighter' and 'a way forward' that imply additional benefits beyond weight loss, yet lacks evidence to support these claims, potentially leading to consumer misunderstanding and affecting market acceptance.
- Market Competition Pressure: Novo Nordisk is under pressure to regain market share from chief rival Eli Lilly and cheaper compounded alternatives, with Wegovy being the first GLP-1 weight loss pill launched in January, already prescribed to over 170,000 American patients; however, the FDA's warning may hinder its marketing and sales strategies.
- Legal Action: Novo Nordisk has also filed a lawsuit against Hims & Hers, seeking to stop the telehealth company from mass marketing compounded versions of its Wegovy pill and injections, indicating the company's proactive stance in protecting its market position and intellectual property.
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Analyst Views on NVO
Wall Street analysts forecast NVO stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for NVO is 54.67 USD with a low forecast of 42.00 USD and a high forecast of 70.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
8 Analyst Rating
4 Buy
3 Hold
1 Sell
Moderate Buy
Current: 47.640
Low
42.00
Averages
54.67
High
70.00
Current: 47.640
Low
42.00
Averages
54.67
High
70.00
About NVO
Novo Nordisk A/S is a global healthcare company engaged in diabetes care. The Company is also engaged in the discovery, development, manufacturing and marketing of pharmaceutical products. The Company operates through two business segments: diabetes and obesity care, and biopharmaceuticals. The Company's diabetes and obesity care segment covers insulin, GLP-1, other protein-related products, such as glucagon, protein-related delivery systems and needles, and oral anti-diabetic drugs. The Company's biopharmaceuticals segment covers the therapy areas of hemophilia care, growth hormone therapy and hormone replacement therapy. The Company also offers Saxenda product to treat obesity. It offers a range of products, including NovoLog/NovoRapid; NovoLog Mix/NovoMix; Prandin/NovoNorm; NovoSeven; Norditropin, and Vagifem. As of December 31, 2016, it marketed its products in over 180 countries. Its regional structure consists of two commercial units: North America and International Operations.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Novo Nordisk Expects Earnings Decline in 2026
- Earnings Guidance Decline: Novo Nordisk's 2025 earnings report revealed a grim outlook for 2026, with sales and earnings expected to decline between 5% and 13%, primarily due to lower GLP-1 drug prices in the U.S., indicating significant market pressures and uncertainty regarding future profitability.
- Surge in GLP-1 Demand: Despite these challenges, the company's new GLP-1 pill attracted 170,000 patients within just four weeks of launch, far exceeding management's expectations, highlighting the potential growth opportunities in the weight-loss drug market.
- Increased Market Acceptance: The preference for oral medications over injections among consumers suggests that Novo Nordisk's GLP-1 pill could tap into a larger market, and the pricing agreement with the U.S. government further boosts demand, creating a favorable environment for sales growth.
- Optimistic Long-Term Outlook: Although Novo Nordisk's stock has lost two-thirds of its value since its peak in 2024, the early success of the pill indicates that future volume could offset the pricing pressures expected in 2026, with the CEO's comments reflecting a positive internal outlook for the company's future.
See More
Novo Nordisk Shares Surge After Competitor Withdraws Drug
- Stock Surge: Novo Nordisk shares jumped 8% on Monday following Hims & Hers' announcement to withdraw its copycat weight-loss pill, indicating increased market confidence in Novo Nordisk's products.
- Legal Threats: Novo Nordisk and the FDA had threatened legal action against Hims & Hers, prompting the withdrawal, which not only protects Novo Nordisk's market share but may also reshape competitive dynamics in the industry.
- Market Reaction: Hims & Hers stated on social media that after constructive conversations with industry stakeholders, they decided to stop offering the treatment, a move that could further solidify Novo Nordisk's leadership in the weight-loss drug market.
- Commitment to Safe Care: Hims & Hers emphasized its commitment to providing safe, affordable, and personalized care, and while the withdrawal may impact its trust among consumers, it reflects a strategic pivot in response to regulatory pressures.
See More
Hims & Hers Health Shares Plunge 16.07% Amid Legal and Regulatory Challenges
- Significant Stock Drop: Hims & Hers Health shares closed at $19.33 on Monday, down 16.03% from the previous day, reflecting market concerns over the company's legal lawsuit and regulatory pressures.
- Surge in Trading Volume: The trading volume reached 143.5 million shares, approximately 688% above the three-month average of 18.2 million shares, indicating heightened investor uncertainty regarding the company's future.
- Impact of Legal Action: Novo Nordisk's lawsuit seeks to prevent Hims & Hers from selling compounded versions of its patented drugs, exacerbating market worries about the company's business model, especially following the FDA's crackdown on GLP-1 active pharmaceutical ingredients.
- Urgency of Strategic Shift: Hims & Hers announced last year a pivot towards other health conditions and AI health capabilities, and this incident underscores the urgency of this strategic shift in response to an increasingly challenging market environment and regulatory landscape.
See More
Hims & Hers Health Shares Plunge 16.03%
- Stock Price Drop: Hims & Hers Health closed at $19.33 on Monday, down 16.03%, reflecting investor concerns over the company's legal and regulatory challenges impacting its market perception.
- Surge in Trading Volume: The trading volume reached 143.5 million shares, approximately 688% above the three-month average of 18.2 million shares, indicating heightened market activity and investor interest in the stock's volatility.
- Legal Challenges: Novo Nordisk has filed a lawsuit against Hims & Hers, seeking to prevent the sale of compounded copies of its patented drugs, which intensifies market fears regarding Hims & Hers' operational viability.
- Strategic Shift Importance: Hims & Hers announced it would withdraw its copycat version of the obesity drug Wegovy, pivoting towards other health conditions and AI capabilities, making this strategic shift crucial in light of the current legal and regulatory pressures.
See More
Hims & Hers Stock Plummets 16% After FDA Restrictions on GLP-1 Drugs
- Stock Price Drop: Hims & Hers experienced a nearly 16% drop in stock price on February 9 after deciding to halt plans for a copycat GLP-1 pill, which significantly impacted investor confidence and led to a substantial decrease in market capitalization.
- Tightening FDA Regulations: The FDA's announcement to restrict GLP-1 active pharmaceutical ingredients for non-FDA-approved compounded drugs directly targets companies like Hims & Hers, indicating a more challenging market environment ahead.
- Legal Litigation Risks: Following Hims & Hers' announcement of a $49 copycat Wegovy pill, Novo Nordisk filed a patent infringement lawsuit, causing the stock to plummet, highlighting the market's heightened concern over legal risks.
- Uncertain Market Outlook: Although Hims & Hers reported a 74% year-over-year revenue growth in the first nine months of 2025, the sustainability of revenue from GLP-1 drugs is questioned due to regulatory risks and increasing competition, leading investors to adopt a cautious stance on the company's future.
See More
FDA Moves to Restrict GLP-1 Ingredients in Compounded Drugs
- FDA Regulatory Action: The U.S. FDA announced it would take 'decisive steps' to restrict unapproved GLP-1 ingredients, a move that could significantly impact companies like Hims & Hers, leading to stricter compliance requirements and potential market disruptions.
- Hims & Hers Stock Volatility: After announcing a copycat GLP-1 drug, Hims & Hers' stock surged but quickly fell due to a patent lawsuit from Novo Nordisk, resulting in a more than 58% decline over the past year, indicating market concerns about its future profitability.
- Revenue Growth Amid Legal Risks: Despite Hims & Hers achieving a 74% year-over-year revenue growth in the first nine months of 2025, driven by demand for alternative weight-loss treatments, the FDA's regulatory actions and Novo Nordisk's lawsuit could undermine its market position and affect future revenue sustainability.
- Intensifying Market Competition: With rising demand for GLP-1 drugs and increasing competition, Hims & Hers may face greater pricing pressures, and although it thrived in the telehealth market during the pandemic, the current legal and regulatory landscape prompts investors to adopt a cautious outlook on its prospects.
See More
Novo Nordisk Expects Earnings Decline in 2026
- Earnings Guidance Decline: Novo Nordisk's 2025 earnings report revealed a grim outlook for 2026, with sales and earnings expected to decline between 5% and 13%, primarily due to lower GLP-1 drug prices in the U.S., indicating significant market pressures and uncertainty regarding future profitability.
- Surge in GLP-1 Demand: Despite these challenges, the company's new GLP-1 pill attracted 170,000 patients within just four weeks of launch, far exceeding management's expectations, highlighting the potential growth opportunities in the weight-loss drug market.
- Increased Market Acceptance: The preference for oral medications over injections among consumers suggests that Novo Nordisk's GLP-1 pill could tap into a larger market, and the pricing agreement with the U.S. government further boosts demand, creating a favorable environment for sales growth.
- Optimistic Long-Term Outlook: Although Novo Nordisk's stock has lost two-thirds of its value since its peak in 2024, the early success of the pill indicates that future volume could offset the pricing pressures expected in 2026, with the CEO's comments reflecting a positive internal outlook for the company's future.
See More
Novo Nordisk Shares Surge After Competitor Withdraws Drug
- Stock Surge: Novo Nordisk shares jumped 8% on Monday following Hims & Hers' announcement to withdraw its copycat weight-loss pill, indicating increased market confidence in Novo Nordisk's products.
- Legal Threats: Novo Nordisk and the FDA had threatened legal action against Hims & Hers, prompting the withdrawal, which not only protects Novo Nordisk's market share but may also reshape competitive dynamics in the industry.
- Market Reaction: Hims & Hers stated on social media that after constructive conversations with industry stakeholders, they decided to stop offering the treatment, a move that could further solidify Novo Nordisk's leadership in the weight-loss drug market.
- Commitment to Safe Care: Hims & Hers emphasized its commitment to providing safe, affordable, and personalized care, and while the withdrawal may impact its trust among consumers, it reflects a strategic pivot in response to regulatory pressures.
See More
Hims & Hers Health Shares Plunge 16.07% Amid Legal and Regulatory Challenges
- Significant Stock Drop: Hims & Hers Health shares closed at $19.33 on Monday, down 16.03% from the previous day, reflecting market concerns over the company's legal lawsuit and regulatory pressures.
- Surge in Trading Volume: The trading volume reached 143.5 million shares, approximately 688% above the three-month average of 18.2 million shares, indicating heightened investor uncertainty regarding the company's future.
- Impact of Legal Action: Novo Nordisk's lawsuit seeks to prevent Hims & Hers from selling compounded versions of its patented drugs, exacerbating market worries about the company's business model, especially following the FDA's crackdown on GLP-1 active pharmaceutical ingredients.
- Urgency of Strategic Shift: Hims & Hers announced last year a pivot towards other health conditions and AI health capabilities, and this incident underscores the urgency of this strategic shift in response to an increasingly challenging market environment and regulatory landscape.
See More
Hims & Hers Health Shares Plunge 16.03%
- Stock Price Drop: Hims & Hers Health closed at $19.33 on Monday, down 16.03%, reflecting investor concerns over the company's legal and regulatory challenges impacting its market perception.
- Surge in Trading Volume: The trading volume reached 143.5 million shares, approximately 688% above the three-month average of 18.2 million shares, indicating heightened market activity and investor interest in the stock's volatility.
- Legal Challenges: Novo Nordisk has filed a lawsuit against Hims & Hers, seeking to prevent the sale of compounded copies of its patented drugs, which intensifies market fears regarding Hims & Hers' operational viability.
- Strategic Shift Importance: Hims & Hers announced it would withdraw its copycat version of the obesity drug Wegovy, pivoting towards other health conditions and AI capabilities, making this strategic shift crucial in light of the current legal and regulatory pressures.
See More
Hims & Hers Stock Plummets 16% After FDA Restrictions on GLP-1 Drugs
- Stock Price Drop: Hims & Hers experienced a nearly 16% drop in stock price on February 9 after deciding to halt plans for a copycat GLP-1 pill, which significantly impacted investor confidence and led to a substantial decrease in market capitalization.
- Tightening FDA Regulations: The FDA's announcement to restrict GLP-1 active pharmaceutical ingredients for non-FDA-approved compounded drugs directly targets companies like Hims & Hers, indicating a more challenging market environment ahead.
- Legal Litigation Risks: Following Hims & Hers' announcement of a $49 copycat Wegovy pill, Novo Nordisk filed a patent infringement lawsuit, causing the stock to plummet, highlighting the market's heightened concern over legal risks.
- Uncertain Market Outlook: Although Hims & Hers reported a 74% year-over-year revenue growth in the first nine months of 2025, the sustainability of revenue from GLP-1 drugs is questioned due to regulatory risks and increasing competition, leading investors to adopt a cautious stance on the company's future.
See More
FDA Moves to Restrict GLP-1 Ingredients in Compounded Drugs
- FDA Regulatory Action: The U.S. FDA announced it would take 'decisive steps' to restrict unapproved GLP-1 ingredients, a move that could significantly impact companies like Hims & Hers, leading to stricter compliance requirements and potential market disruptions.
- Hims & Hers Stock Volatility: After announcing a copycat GLP-1 drug, Hims & Hers' stock surged but quickly fell due to a patent lawsuit from Novo Nordisk, resulting in a more than 58% decline over the past year, indicating market concerns about its future profitability.
- Revenue Growth Amid Legal Risks: Despite Hims & Hers achieving a 74% year-over-year revenue growth in the first nine months of 2025, driven by demand for alternative weight-loss treatments, the FDA's regulatory actions and Novo Nordisk's lawsuit could undermine its market position and affect future revenue sustainability.
- Intensifying Market Competition: With rising demand for GLP-1 drugs and increasing competition, Hims & Hers may face greater pricing pressures, and although it thrived in the telehealth market during the pandemic, the current legal and regulatory landscape prompts investors to adopt a cautious outlook on its prospects.
See More
