Johnson and Johnson has vowed to become the first pharmaceutical giant to add its medicine prices to television adverts, starting in March 2019. The company said it will list not only product price before rebates or discounts, but also potential out-of-pocket costs which patients will pay.

The move attracted praise from the US government, which last year released a blueprint for reducing drug price costs and included a proposal to ensure disclosure of list prices in TV adverts.

Commercials for Xarelto, the company’s blood-thinning medicine, will be the first such advert to include the information. The treatment costs around $450-$540 a month.

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