Some drug companies will mention prices in their TV ads

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The lobby group that represents big drug companies said Monday that its members will start mentioning prices in their television ads – indirectly, anyway.

Companies will point viewers to websites that mention the list prices of the drugs they advertise, and that also mention what consumers can expect to actually pay for the drugs. It’s a voluntary action agreed upon by the 33 members of the Pharmaceutical Research and Manufacturers of America, or PhRMA.

“PhRMA member companies’ direct-to-consumer television advertisements will soon direct patients to information about medicine costs, including the list price of the medicine, out-of-pocket costs or other context about the potential cost of the medicine and available financial assistance,” the group said in a statement.

It’s a direct response to the Trump administration’s decision to write a rule requiring price information in drug ads. PhRMA said any attempt to force companies to publish prices would violate First Amendment rights of free speech.