Key Takeaways
Eli Lilly & Co. paused its obesity awareness campaign in India after the nation's drug regulator warned the company's marketing may have violated rules against advertising prescription medicines, according to a letter seen by Reuters.
"Out of an abundance of regulatory caution," the company halted the campaign following a March advisory from the regulator, Lilly said in an April 10 letter to the Drugs Controller General of India.
The U.S. drugmaker's "We Know Now" campaign began in mid-2025, just months after it launched its popular GLP-1 drug Mounjaro in India for diabetes and obesity. India's drug regulator said in a notice that the campaign's timing could indirectly promote the prescription-only treatment to consumers, a practice that is prohibited. The obesity market in India is projected to reach 80 billion rupees ($839.37 million) by 2030, according to research firm Pharmarack.
The decision to halt the campaign has silenced "a scientifically sound, physician-led public health campaign that was actively serving the interests of patients," Lilly said in its letter. The move introduces significant uncertainty for drugmakers in a country where government data shows nearly 24% of women and 23% of men are overweight or obese.
Lilly said in its letter that the guidance it received had created "significant regulatory uncertainty" and appeared to restrict even non-branded, doctor-led campaigns. The company noted the regulator's advisory also stated that Lilly may undertake public awareness initiatives, describing the two positions as "irreconcilable" and asking for more clarity.
Direct-to-consumer advertising of prescription medicines is prohibited in India, unlike in the United States. Lilly's campaign featured its corporate logo on newspaper ads, billboards, and social media posts but did not mention Mounjaro by name.
The regulatory scrutiny affects a key growth market for GLP-1 drugs. Lilly's Mounjaro became India's top-selling drug by October 2025, ahead of rival Novo Nordisk's Wegovy, which faces competition from cheaper local generics. It is unclear if Novo Nordisk, which also runs obesity awareness campaigns in India, received a similar warning.
The halt introduces significant risk for how Western pharmaceutical companies can approach India's large and rapidly growing obesity market. The path forward for Lilly and its competitors will depend on the clarity provided by the Drugs Controller General of India on the scope of permissible public health campaigns.
This article is for informational purposes only and does not constitute investment advice.
