Investing.com -- The clash between pharma titans Novo Nordisk and Eli Lilly just escalated from the pharmacy counter to the courtroom. Novo Nordisk Inc. filed a lawsuit in the U.S. District Court for the District of New Jersey against Eli Lilly and Company and Lilly USA, LLC, alleging multiple violations of federal and state false advertising and unfair competition laws under the Lanham Act. Rather than pulling the ads, Lilly added what Novo calls an inadequate "very small" disclaimer. Novo Nordisk notes that no head-to-head clinical trial currently exists comparing the maximum doses of these competing weight-loss and diabetes drugs. Novo Nordisk is demanding: