In National Advertising Division Challenge, Bayview Pharmacy Voluntarily Discontinues Claims for its Compounded Semaglutide
New York, NY, June 4, 2025 - BBB National Programs’ National Advertising Division reviewed a challenge brought by Novo Nordisk Inc. regarding express and implied advertising claims made by Bayview Pharmacy Inc. for its compounded semaglutide products.
Novo Nordisk is a global pharmaceutical company specializing in diabetes care, including insulin and related products, as well as other chronic conditions including obesity, rare diseases, and cardiovascular conditions. Novo Nordisk markets the only FDA-approved semaglutide medicines, including Ozempic® and Wegovy®. Bayview, a compounding pharmacy, marketed five concentrations of compounded semaglutide product for sublingual application for blood-sugar control and weight loss on its website.
Novo Nordisk argued that Bayview’s advertising conveyed misleading messages, including that its compounded “semaglutide” sublingual suspensions are Ozempic® and/or is the same as a generic version of Ozempic®. In addition, Novo Nordisk argued that Bayview makes several misleading superiority claims about the bioavailability of its compounded semaglutide sublingual suspension.
During the inquiry, Bayview informed the National Advertising Division (NAD) that it had permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Bayview stated it “will comply with NAD’s recommendations” and that it “appreciates NAD’s guidance.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
Novo Nordisk is a global pharmaceutical company specializing in diabetes care, including insulin and related products, as well as other chronic conditions including obesity, rare diseases, and cardiovascular conditions. Novo Nordisk markets the only FDA-approved semaglutide medicines, including Ozempic® and Wegovy®. Bayview, a compounding pharmacy, marketed five concentrations of compounded semaglutide product for sublingual application for blood-sugar control and weight loss on its website.
Novo Nordisk argued that Bayview’s advertising conveyed misleading messages, including that its compounded “semaglutide” sublingual suspensions are Ozempic® and/or is the same as a generic version of Ozempic®. In addition, Novo Nordisk argued that Bayview makes several misleading superiority claims about the bioavailability of its compounded semaglutide sublingual suspension.
During the inquiry, Bayview informed the National Advertising Division (NAD) that it had permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Bayview stated it “will comply with NAD’s recommendations” and that it “appreciates NAD’s guidance.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.