AUTH/3686/8/22 - Complainant v Eli Lilly

Allegations regarding a Trulicity email

  • Received
    18 August 2022
  • Case number
  • Applicable Code year
  • Completed
    09 October 2023
  • No breach Clause(s)
  • Additional sanctions
  • Appeal
    No appeal

Case Summary

This case was in relation to the following three claims within an Eli Lilly and Company Limited Trulicity (dulaglutide) promotional email:
o Significant HbA1c reduction1
o Significant weight loss*1
o Reduction of risk of major adverse cardiovascular (CV) events in both type 2 diabetes

The Panel ruled no breach of the following Clauses of the 2021 Code because:

• on balance, it did not consider that in the particular circumstances of this case the complainant had proven, on the balance of probabilities, that failure to state what the improvements in each claim were against, or failure to include information regarding the patients in the trials and statistical significance, was such that the three claims were misleading as alleged
• it did not consider that the complainant had established that the claim ‘Significant weight loss’, a secondary endpoint of the trial, without stating what the primary endpoints of the study were misleading; the claim ‘Significant HBA1c reduction’ referenced to the same study appeared directly above, the primary endpoint achieved statistical significance and, further, the complainant had not stated why the omission of the primary endpoint, in the particular circumstances of this case, was misleading.

No Breach of Clause 6.1

Requirement that claims/information/comparisons must not be misleading

No Breach of Clause 5.1

Requirement to maintain high standards at all times

This summary is not intended to be read in isolation.
For full details, please see the full case report below.