Novo Nordisk pursues preliminary injunction to block Eli Lilly weight-loss drug ads

COPENHAGEN, July 24 (Reuters) - Novo Nordisk NOVOb.CO said on Friday it is seeking a preliminary U.S. court injunction to immediately block obesity and diabetes drug advertisements by Eli Lilly LLY.N.

Denmark's Novo said on Tuesday it had sued Lilly, arguing consumers were being misled about how the companies' products compare, and that it would seek a preliminary injunction if the U.S. group did not voluntarily remove the disputed ads.

Lilly on Friday denied any wrongdoing, saying it stood by its advertising and would vigorously defend itself.

Novo's lawsuit seeks a permanent injunction requiring Lilly to withdraw the campaigns and conduct corrective advertising.