This bill would require pharmaceutical manufacturers to display the wholesale acquisition cost (list price) of prescription drugs in all direct-to-consumer advertisements, unless the drug costs less than $35 for a 30-day supply. The requirement applies only to drugs that are already required to include information about side effects and effectiveness in their ads, and only to medications covered by Medicare or Medicaid. The Secretary of Health and Human Services would have one year to write detailed regulations specifying how the price information should be presented visually and audibly, depending on whether the ad appears on television, radio, or other media. Manufacturers who fail to include this pricing information could face civil penalties of up to $100,000 per violation, and the government could establish a public reporting system to track non-compliance. The bill's sponsors argue that hidden drug prices drive unnecessary prescriptions and inflate spending, particularly for Medicare and Medicaid, and that transparent pricing would help consumers make more informed decisions about their medications.
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