Prescription Drug Ads Will Soon Require Price Disclosure

New rule from Trump Administration aimed at improving transparency

We’ve all seen the average prescription drug ad on television: a calm, peaceful voice talks about the benefits of a particular medication while in the background, actors enjoy a peaceful, serent setting or romantic outing.

But as the advertisement winds down, another voice—this one a bit more harried and faster-paced—runs through the disclaimer: often a number of cautionary suggestions, plus a list of increasingly frightening side effects that “have been known” to occur.

The whole thing can be a bit confusing to the average consumer, which is why last week’s pronouncement aimed to add transparency should be welcomed by most Americans.

Television advertisements for most prescription drugs soon will be required to disclose what they cost consumers as part of an effort to make drug prices more transparent.

Any prescription drugs covered by Medicare or Medicaid that cost at least $35 for a month’s supply will be affected by a new rule adopted by the U.S. Centers for Medicare and Medicaid Services.

“Patients who are struggling with high drug costs are in that position because of the high list prices that drug companies set,” U.S. Health and Human Services Secretary Alex Azar said. “Making those prices more transparent is a significant step in President Trump’s efforts to reform our prescription drug markets and put patients in charge of their own health care.”

Changes in advertisements could be apparent as early as this summer, according to a spokesperson.

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