Johnson & Johnson will list drug prices in TV commercials

This undated product image provided by Janssen Pharmaceuticals, Inc. shows Xarelto. Johnson & Johnson says it will start giving the list price of its prescription drugs in television ads. The company would be the first drugmaker to take that step. J&J said Thursday, Feb. 7, 2019, it would start with its popular blood thinner, Xarelto. (Janssen Pharmaceuticals, Inc. via AP)

TRENTON, N.J. (AP) — Johnson & Johnson says it will start giving the list price of its prescription drugs in television ads.

The company would be the first drugmaker to take that step.

J&J said Thursday it would start with its popular blood thinner, Xarelto (zah-REHL'-toe). By late March, commercials will give the pill's list price plus typical out-of-pocket costs. The information will appear on screen at the end of the commercial. It will include a link to a website where people can enter insurance information to get more specific costs.

Without insurance, Xarelto costs $450 to $540 per month, depending on the pharmacy.

The move follows a Trump administration proposal to require list prices in TV ads. The pharmaceutical industry opposed that, arguing that few people pay the high list prices.

Copyright 2019 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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