Eli Lilly halts obesity awareness campaign in India following regulatory warning. The pharmaceutical giant paused its "We Know Now" campaign after the country's drug regulator flagged concerns that the initiative could indirectly violate rules against advertising prescription medicines to consumers. Launched in mid-2025 following Mounjaro's introduction in India, the campaign reframed obesity as a chronic disease through media, social platforms, billboards and celebrity partnerships without directly naming the drug. Regulators determined the messaging could still constitute indirect promotion. Lilly suspended the campaign in April citing regulatory caution. The move reflects increasing scrutiny of pharmaceutical marketing practices globally and demonstrates how companies must navigate strict advertising regulations even when campaigns avoid explicit product mentions.
