Opinion: Why putting drug prices in ads is a bad idea

When the Trump administration released its blueprint for lowering drug prices a couple months ago, it floated a trial balloon: What if we required manufacturers to include drug prices in direct-to-consumer advertising?

It’s unclear if the intent of doing that is to make prices more transparent to consumers, to “shame” manufacturers into lowering prices, to discourage spending on direct-to-consumer advertising, or all of the above.

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