The Centers for Medicare and Medicaid Services (CMS) on Monday issued a proposal that would force pharma companies with drugs covered by Medicare and Medicaid to include prices in their direct-to-consumer television advertisements, Fierce Healthcare reports.
According to the report, the CMS proposal would extend to drugs with a price tag exceeding $35, and would require a “legible textual statement” in each ad.
“We will not wait for an industry with so many conflicting and perverse incentives to fix itself,” Health and Human Services Secretary Alex Azar said during an event hosted by the National Academy of Medicine.
Officials say Azar will publish lists of drugmakers in violation of the rules.
CMS Administration Seema Verma said the administration is “committed to price transparency across the board.”
“Patients often pay their cost-sharing or deductible off a drug’s list price,” she said. “Today’s proposed rule would ensure that those list prices are included in television advertisements, so patients have the information they need to make informed decisions.”