Thursday, August 13, 2026

NAD recommends changes to Sanofi Dupixent advertising

Sanofi has been advised to revise or discontinue selected U.S. advertising claims for Dupixent following a challenge from Galderma Laboratories. The recommendation came from the National Advertising Division, the advertising self-regulatory body run by BBB National Programs.

The disputed messages covered longer-lasting clearer skin and rapid itch relief. The case included consumer-facing claims as well as a prescriber-directed statement.

NAD calls for clearer context in TV claims

The NAD found that Sanofi had evidence to support some aspects of its messaging. According to the review, some adults achieved clearer skin that lasted from four months to one year, and some patients reported itch relief two weeks after the first dose.

However, the NAD recommended that Sanofi adjust its TV advertising so that response rates are disclosed clearly and prominently. It also said the ads should make clear that Dupixent was used together with topical corticosteroids in the relevant treatment setting.

The self-regulatory body also took issue with an animated consumer video explaining the drug’s mechanism of action. In the NAD’s view, the video likely communicated an unsupported message that blocking IL-4 and IL-13 signaling alone is sufficient to address eczema. Dupixent targets IL-4 and IL-13.

Day 2 itch claim falls short

A prescriber-facing claim that Dupixent reduced itch starting as early as Day 2 was also challenged. The NAD concluded that the post hoc analysis behind the statement did not support the message that Dupixent showed a meaningful treatment benefit beginning that early.

Sanofi stated in its advertiser response that it would follow the NAD’s recommendations.

Several Sanofi claims survive the challenge

Galderma did not prevail on all points. The NAD found support for claims that Dupixent helps patients stay ahead of eczema and can help heal skin from within. It also found support for Sanofi’s statement that many adults saw 90 percent clearer skin.

Sanofi may continue using the 90 percent claim, although the NAD advised the company not to overstate the evidence or obscure the treatment context.

The NAD also sided with Sanofi on whether the challenged ads communicated that Dupixent is superior to all other FDA-approved eczema treatments. Galderma’s arguments that the advertising implied Dupixent prevents eczema progression or blocks the most important source of inflammation were not accepted.

Advertising dispute reflects market competition

The decision is part of a broader advertising clash between the two companies. Last year, in two cases brought by Sanofi, the NAD recommended that Galderma change or discontinue certain claims for Nemluvio.

The commercial backdrop is a growing contest in conditions such as prurigo nodularis and eczema. Dupixent remains a major multi-indication product for Sanofi, with second-quarter sales of 5.2 billion euros, or 6 billion U.S. dollars.

Nemluvio, approved by the FDA in 2024, is also gaining traction. Galderma reported first-half 2026 sales of 433 million U.S. dollars, up more than 100 percent. The U.S. accounted for most sales, and eczema contributed more than prurigo nodularis. From mid-June to early July, Galderma said Nemluvio represented 42 percent of new patient starts in prurigo nodularis and 9 percent in eczema in the U.S.