HHS finalized a rule May 8 requiring drugmakers to include the list price of prescription drugs in direct-to-consumer TV ads, Reuters reports.
Under the rule, the list price for drugs or biologics must be included if the price exceeds $35 for a month's supply or the usual course of therapy. The benchmark $35 is a common patient monthly co-payment.
The rule requires the pricing information to be in text large enough for most people to read. It also allows companies to include list prices of competitor products and a statement that patients with health insurance may pay a different sum.
The rule will take effect in about 60 days. It was initially proposed as part of President Donald Trump's "blueprint" to lower drug prices in the U.S.
Including list prices in TV ads could discourage patients from seeking medical care, the Pharmaceutical Research and Manufacturers of America said.