CMS finalizes rule which forces drug manufacturers to provide the list price for their products in direct-to-consumer ads.

The new policy is aimed at increasing transparency and vehemently opposed by industry. The new policy will apply to drugs or biologics with list prices greater than $35 for a month’s supply or the normal course of therapy, which HHS Secretary Alex Azar said is what consumers would be accustomed to pay because it’s close to an insurance plan’s average copayment for these drugs. First proposed in October, the rule will be going into effect in July.

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