The Danish pharmaceutical said it was ending the partnership because Hims is selling and promoting a cheaper copycat of its blockbuster drug Wegovy.

Novo Nordisk unveiled its latest data for a weight-loss drug candidate, but shares of the maker of Wegovy and Ozempic tumbled as the results missed investors’ expectations and reignited concerns about Novo’s rivalry with Eli Lilly.

The Danish maker of obesity drugs abruptly ended a Wegovy distribution deal with the telehealth firm, citing allegations about Hims’ compounding and deceptive marketing practices.