Eli Lilly paused its obesity awareness campaign in India after the nation's drugs regulator warned the company it could violate rules against advertising prescription medicines to consumers even indirectly, according to a letter seen by Reuters.
The U.S. company's campaign titled "We Know Now" was launched in the middle of 2025, a few months after Lilly introduced its GLP-1 treatment Mounjaro for obesity and diabetes in India. Its message focused on reframing obesity as a chronic disease rather than a personal failing.
