List prices in drug ads on TV com­ing as CMS fi­nal­izes rule

De­spite nu­mer­ous com­ments rais­ing ques­tions about a pro­pos­al to in­clude list prices in phar­ma­ceu­ti­cal di­rect-to-con­sumer (DTC) ad­ver­tise­ments, the Cen­ters for Medicare and Med­ic­aid Ser­vices (CMS) on Wednes­day moved ahead and fi­nal­ized the pro­pos­al.

The fi­nal rule, which will take ef­fect in Ju­ly, re­quires that tele­vi­sion ad­ver­tise­ments for pre­scrip­tion drugs or bi­o­log­i­cal prod­ucts with a list price of $35 or more con­tain a state­ment in­di­cat­ing the Whole­sale Ac­qui­si­tion Cost (al­so re­ferred to as WAC or the list price) for a typ­i­cal 30-day reg­i­men or for a typ­i­cal course of treat­ment, whichev­er is most ap­pro­pri­ate.

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