Eli Lilly has paused its obesity awareness campaign in India after the country’s drug regulator cautioned that even indirect promotion of prescription medicines to consumers could violate advertising rules, according to a letter seen by Reuters.
The campaign, titled “We Know Now,” was launched in mid-2025, shortly after Lilly introduced its GLP-1 drug Mounjaro in India for obesity and diabetes. The initiative aimed to shift public perception of obesity from a lifestyle issue to a chronic medical condition.
The campaign used newspaper ads, billboards, social media content, celebrity collaborations, and community posters. While Lilly’s branding appeared, the drug Mounjaro itself was not directly mentioned.
In an April 10 letter to India’s Drugs Controller General, Lilly said it suspended the campaign “out of regulatory caution” after receiving a March advisory. The company maintained that the initiative was purely educational and encouraged people to consult healthcare professionals without promoting any specific medicine.
India has seen a rising burden of obesity, with recent surveys showing nearly a quarter of adults affected by overweight or obesity, reflecting a steady increase over the past decade.
Lilly argued that the pause has unintentionally restricted a science-based public health effort led by doctors and aimed at improving awareness.
However, India’s regulator has stated that surrogate or indirect promotion of prescription drugs is not allowed, including campaigns that could build brand recognition or product recall. Authorities also flagged that Lilly’s awareness campaign coincided with the launch of Mounjaro, raising concerns about indirect marketing.
The regulator has sought clarification from Lilly on whether it reviewed the campaign for compliance and what safeguards were used to follow advertising rules.
Lilly said the lack of clear guidance has created regulatory uncertainty, especially around non-branded health education campaigns involving doctors. The company also noted that while it was advised against indirect promotion, it was simultaneously encouraged to conduct public awareness initiatives with medical associations.
The conflicting interpretations, Lilly said, have created ambiguity not only for the company but for the wider pharmaceutical industry.
Mounjaro, launched in March 2025, has quickly become a leading drug in India’s obesity treatment market, which is expected to grow significantly in the coming years as lifestyle-related health issues rise.
Lilly stated that it continues to comply with all local laws and works closely with Indian regulators. Rival company Novo Nordisk, which is also active in the obesity awareness space in India, has not commented on whether it received similar warnings.
