The news: Eli Lilly won its case against telehealth provider Noom over Noom’s GLP-1 microdosing marketing that lacked scientific evidence, yet claimed lower dose GLP-1s are more effective than full dosages. The National Advertising Division (NAD), the ad industry’s self-regulatory body, recommended that Noom change or drop its “A Smaller Dose. A Smarter Start” claim. Noom has already updated its website with a new line: “A smaller dose for an easy, low-cost start.”

Why it matters: While the decision means Noom has to remove its marketing claims, the company can still sell microdosed GLP-1s. This is much to Lilly’s frustration, as microdosed and compounded GLP-1s are unregulated alternatives to its brand-name drugs.

Many consumers—both current and prospective GLP-1 users—are open to microdosed versions. Nearly 1 in 7 injectable GLP-1 users have tried microdosing, mainly to manage side effects, reduce costs, and transition to maintenance dosing, according to a December Evidation study. About half of those who microdose use compounded GLP-1 drugs. Nearly one-third of people who’ve never used a GLP-1 say they’re interested in microdosing, per Evidation.

Implications for GLP-1 telehealth and pharma companies: Continued consumer interest in microdosing means telehealth marketers are unlikely to back away from the category, even as scrutiny around safety, efficacy, and dosing claims increases. And while the NAD lacks FDA enforcement authority, its decisions can still shape marketer behavior and consumer perception.

For pharma companies, the ruling reinforces the need to monitor telehealth GLP-1 advertising, including social and influencer marketing. It also underscores the importance of continuing to disavow off-label microdosing and challenge misleading claims through the FDA and NAD.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Not a subscriber? Click here to get a demo of our full platform and coverage.