诺和诺德减重药广告被指误导消费者，FDA发出警告

第一财经02-10

2026.02.10本文字数：878，阅读时长大约2分钟作者 |第一财经钱童心美国食品和药物管理局（FDA）日前向减重药司美格鲁肽厂商诺和诺德发出警告信，称该公司的口服减重药电视广告带有误导性。FDA的这封警告信正值减重药竞争加剧之际。诺和诺德、礼来等减重药厂商借今年的美国超级碗投放了大量电视广告。但诺和诺德称，FDA的最新警告不涉及超级碗广告，而是常规播放的关于司美格鲁肽口服减重药电视广告。随着...

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|第一财经钱童心美国食品和药物管理局（FDA）日前向减重药司美格鲁肽厂商诺和诺德发出警告信，称该公司的口服减重药电视广告带有误导性。FDA的这封警告信正值减重药竞争加剧之际。诺和诺德、礼来等减重药厂商借今年的美国超级碗投放了大量电视广告。但诺和诺德称，FDA的最新警告不涉及超级碗广告，而是常规播放的关于司美格鲁肽口服减重药电视广告。随着数百万美国人开始使用GLP-1类减重药，减重药厂商开始投入大量资金面向消费者进行直接的营销。机构Bernstein分析数据显示，目前约有12%的美国人正在服用这类药物。去年年底，司美格鲁肽口服减重药获得美国FDA批准，成为全球首个获批上市的GLP-1类口服减重药，早于竞争对手礼来。该药物于今年年初正式在美国上市销售，但尚未在中国上市销售。在FDA的警告信中，监管机构认为，诺和诺德的电视广告误导性地暗示，与其他GLP-1类减重药相比，司美股鲁肽口服减重药效果更佳。这种宣传违反了美国联邦食品、药品和化妆品法。FDA要求诺和诺德立即采取行动解决这种违规行为，包括停止所有包含误导性信息的广告。FDA还指出，诺和诺德的广告暗示了司美格鲁肽减重药除了减重之外的益处，如情绪缓解、心理负担减轻等，而这些好处尚未得到证明。对此，诺和诺德回应称，将认真对待并回应所有监管机构的反馈，以解决他们对广告展示方式的担忧。这也是诺和诺德近期面临的又一挑战。此前，美国远程药店Hims推出了低至49美元的司美格鲁肽口服减重药复合仿制药版本，导致诺和诺德股价暴跌。此外，诺德诺德最大的竞争对手礼来的口服减重药预计也将于今年4月获批上市。微信编辑| 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