In anticipationof the administration's move, the main industry trade group saidearlier Monday that companies would put up websites to explaintheir prices to patients in greater detail. (Photo:Shutterstock)

U.S. health officials want to force pharmaceutical companies todisclose the prices of their products intelevision advertisements, setting up a clash with drugmakers who see the move asimpinging free speech.

Under the proposed rule released on Monday, the Department ofHealth and Human Services would require drug companies to share inads the full list prices of any medication that cost more than $35.The move was telegraphed in a White House plan for lowering prescriptioncosts that was put out earlier this year.

Related: Everything you need to know about two new drug costinformation bills

Drugmakers have said that disclosing list prices withoutadditional context would be confusing to patients. In anticipationof the administration's move, the main industry trade group saidearlier Monday that companies would put up websites to explaintheir prices to patients in greater detail.

“It is no coincidence that the industry announced a newinitiative today,” Health and Human Services Secretary Alex Azarsaid in a speech at the National Academy of Medicine. “Placinginformation on a website is not the same as putting it right in anad.” Azar had said earlier that the proposal to set up the siteswas a “small step in the right direction.”

The industry group, the Pharmaceutical Research andManufacturers of America, said any U.S. requirement to discloselist prices in advertising could violate the First Amendmentbecause of restrictions on “compelled speech.”

“Putting a list price in isolation in an ad itself is veryconfusing, misleading and lacks appropriate context,” said SteveUbl, chief executive officer of the Pharmaceutical Research andManufacturers of America, during a conference call on Monday.

The pricing requirement was first proposed in May when PresidentDonald Trump released a blueprint to bring down drug prices. Azar,a former Eli Lilly & Co. executive, said that theadministration is willing to go further.

“We will go beyond the four corners of the blueprint if we needto,” he said. “Any ideas that could bring down costs whilerespecting innovation and patient choice are on the table.”

Drugmakers have argued that disclosing list prices in ads couldbe misleading because of rebates and insurance co-pays that canaffect how much of their own money people actually spend. Criticsof the industry say list prices are relevant because many Americanshave co-insurance and high-deductible plans that force them toshoulder a significant portion of a drug's price.

What's behind the high cost ofdrugs?

• Pharma profits, drug prices bothsoaring
• Hospital drug shortages send pricessoaring
• Curbing specialty drug spending: Where tostart?

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