DTC Act of 2025

This bill would make drug ads show basic price information so people can better plan and compare. Any ad aimed at consumers for a prescription drug or a biologic that can be paid for by Medicare or Medicaid would have to show the drug’s list price (called the wholesale acquisition cost) for a 30‑day supply or a typical course of treatment. Ads could also say that your actual cost may be different depending on your insurance. Very low‑cost drugs under $35 would not have to include this price note . The federal health department would set detailed rules, make sure the price is clear in every kind of ad, and require updates when prices change. Companies that break the rule could be fined up to $100,000 per ad, and reports of noncompliance could be used to enforce it. Lawmakers point to the flood of drug ads, the fact that many people pay list prices until they meet their deductible, and research showing that seeing the list price helps patients estimate what they’ll pay and make more informed choices .

Key points

• Who is affected: Drug makers that advertise to consumers; people who see prescription drug and biologic ads covered by Medicare or Medicaid.
• What changes: Ads must display the drug’s list price (wholesale acquisition cost); may note that actual costs vary by insurance; fines up to $100,000 per violation; enforcement can use reported noncompliance .
• When: The requirement must be in place by July 1, 2026. Final rules must be issued within one year of the bill becoming law .