[Ed. – Genuine transparency]
Drug companies will have to give list prices for their products in television ads under a new proposal the Trump administration released Monday.
The new rule, which is open for discussion, would affect any drug covered by Medicare or Medicaid.
Health and Human Services Secretary Alex Azar announced the new proposal just hours after the lobby group that represents big drug companies said its members would start indirectly mentioning prices in their television ads.
The Pharmaceutical Research and Manufacturers of America, or PhRMA, said its 33 member companies would point viewers to websites that mention the list prices of the drugs they advertise, and that also mention what consumers can expect to actually pay for the drugs.
“PhRMA member companies’ direct-to-consumer television advertisements will soon direct patients to information about medicine costs, including the list price of the medicine, out-of-pocket costs or other context about the potential cost of the medicine and available financial assistance,” the group said in a statement.