Novo Nordisk seeks preliminary injunction against Lilly weight-loss ads

COPENHAGEN, July 24 (Reuters) - Novo Nordisk said on Friday it is seeking a preliminary U.S. court injunction to immediately block obesity and diabetes drug advertisements by Eli Lilly, in a further escalation of the rivalry between the two groups.

Denmark's Novo and U.S. pharmaceuticals group Lilly are locked in a fierce battle for dominance in the obesity drug market, which analysts expect to be worth more than $100 billion by the end of this decade in the United States alone.

Novo announced 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 did not immediately respond to a request for comment on Friday. The U.S. group on Tuesday said it denied any wrongdoing and stood by its advertising, and that it would vigorously defend itself against the lawsuit.