Senior Senators Introduce Bill to Force DTC Drug Advertisements to Include List Price

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Direct-to-consumer advertising can be a controversial topic in the pharma industry. While the US isn’t the only other country to allow this type of marketing, it isn’t common in other high-income countries. While there are arguments for and against this practice, a new proposed bill could have a major impact on this practice in the United States.

Senators Dick Durbin (D-Illinois) and Chuck Grassley (R-Iowa) introduced the Drug-price Transparency for Consumers (DTC) Act, a bill that would require DTC advertisements for prescription drugs to include the list price of the medication. According to a statement from Durbin, the point of the bill is to provide customers enough information to make informed decisions, while also forcing pharmaceutical companies to alter the decision-making process when it comes to drug pricing.

In a press release, Durbin explained, “Pharmaceutical advertising is a uniquely American phenomenon that contributes to the astronomical cost of prescription drugs. With billions of dollars in targeted spending, patients are bombarded with commercials for the latest ‘wonder-drug’ but kept in the dark about one crucial factor—price. This practice of pushing patients toward the most expensive drugs drives up the cost of health care while undermining the role of doctors.A healthy dose of transparency is the prescription Big Pharma needs. Senator Grassley and I have introduced the DTC Act to shine light on the real costs of medications in these outrageous commercials.”

In the same statement, Grassley added, “Knowing what something costs before buying it is just common sense. Disclosing the list price of prescription drugs in advertisements is a no-nonsense way to empower health care consumers to make informed decisions about their care.It also spurs competition, which leads to lower prescription drug costs.”

It’s worth noting that while many bills are introduced that don’t become laws, this specific proposal is somewhat unique. Not only is it a bipartisan effort, both Senators involved are senior members of their parties. Chuck Grassley is also president pro tempore of the United States Senate, which places him behind just the Vice President and Speaker of the House in the line of succession for the President.

The following senators have signed on as cosponsors to the bill: Angus King (I-Maine), Joni Ernst (R-Iowa), Tina Smith (D-Minnesota), Peter Welch (D-Vermont), Richard Blumenthal (D-Connecticut), and Tammy Baldwin (D-Wisconsin). The bill is also endorsed by the AARP, AMA, and several other medical major medical associations.

According to Durbin’s statement, the bill has strong support amongst Americans. A Kaiser survey revealed that 88% of Americans agree that DTC advertising should include the price of the medication.

Source

1. Durbin, Grassley Introduce Bill To Crack Down On Prescription Drug Advertisements, Boost Price Transparency. Dick Durbin. January 23, 2025. Accessed January 30, 2025. https://www.durbin.senate.gov/newsroom/press-releases/durbin-grassley-introduce-bill-to-crack-down-on-prescription-drug-advertisements-boost-price-transparency