"Requiring the inclusion of drugs' list prices in TV ads is the single most significant step any administration has taken toward a simple commitment: American patients deserve to know the prices of the healthcare they receive," Health and Human Services Secretary Alex Azar said in a statement.Drug companies immediately pushed back on the regulation. The Pharmaceutical Research and Manufacturers of America, a leading lobbying group for the industry, said Wednesday the rule could confuse consumers — since drug prices may vary widely based on insurance — and could even violate the First Amendment rights of drugmakers.

HELP ENLIGHTEN YOUR FELLOWS. BE SURE TO PASS THIS ON. SURVIVAL DEPENDS ON IT.

Editor's Note: If this comes to pass, largely undiluted by the inevitable efforts of Big Pharma's lobbyists and their stealthy bipartisan collaborators in Congress, it is something to celebrate, a truly unexpected gift from a man who specializes in concocting or going along with some of the most odious policies in recent memory. In any case, this is the kind of measure that the US consumers have been conditioned to expect from Democrats, except that party is too far gone into wholesale prostitution to Wall Street to be of any service, except occasional meaningless rhetoric and posturing, a craft in which they remain masters. —PG.

Direct to Consumer tv ads are a pestilence permitted in only two countries in the world, the US and New Zealand.

Pharma companies must reveal drug prices in TV ads under new Trump administration rule

By Jason Silverstein • CBS News

First iteration May 8, 2019 / CBS News

[dropcap]P[/dropcap]harmaceutical companies will have to reveal the price for many prescription drugs in TV commercials, under a new rule announced by the Trump administration Wednesday. The requirement is part of President Trump's efforts to crack down on drug costs — one of his few initiatives to earn wide bipartisan support.

Under the rule, which is set to go into effect over the summer, drugmakers will have to disclose prices in ads for any medication that costs more than $35 for a month's supply. It's similar to the current requirement for drug companies to spell out a drug's side effects in TV ads.

"Historic transparency for American patients is here," the president tweeted. "If drug companies are ashamed of those prices—lower them!"

Big announcement today: Drug companies have to come clean about their prices in TV ads. Historic transparency for American patients is here. If drug companies are ashamed of those prices—lower them!
— Donald J. Trump (@realDonaldTrump) May 8, 2019

Drug companies immediately pushed back on the regulation. The Pharmaceutical Research and Manufacturers of America, a leading lobbying group for the industry, said Wednesday the rule could confuse consumers — since drug prices may vary widely based on insurance — and could even violate the First Amendment rights of drugmakers.

The rule will require a disclaimer noting that costs "may be different" for consumers with insurance.

Mr. Trump has been an outspoken critic of drug companies for high prices, accusing them of "getting away with murder." Republicans and Democrats in Congress have both supported calls for cutting prescription drug costs, but they don't always agree on the solutions.

The administration last year released a blueprint to lower drug costs, though many of its proposals have not been put into action. Azar in February unveiled a plan to take hidden discounts that are given drugmakers and insurers, and redirect them to consumers.