Drugmakers spend billions selling prescription drugs on TV to the public, sometimes turning a new drug into a blockbuster. What you don't know from the commercials is how much these drugs cost - prices that can be staggering. But that could soon change. On Monday, Health and Human Services Secretary Alex Azar proposed a huge change in drug advertising, requiring that drugmakers disclose the list price of drugs in their TV spots. The proposed transparency is as welcome as it is overdue. Health care is the only consumer commodity where sellers get to hide the price. Drugmakers have been pitching prescription drugs to consumers for decades, using pleasant music, happy faces, sexy scenes and visuals of people leading better, more fulfilling lives all because they're taking a prescription drug. In 2016, drugmakers spent more than $6 billion on this effort. The 10 most commonly advertised drugs sport monthly prices ranging from $503 for Eliquis, which is used to prevent strokes and blood clots, to more than $11,000 for Cosentyx, to treat plaque psoriasis and psoriatic arthritis. Whether the proposed regulation is finalized ... depends on the pharmaceutical lobby's power and the Trump administration's resolve. Hours before Azar's announcement, the Pharmaceutical Research and Manufacturers of America made its first countermove, announcing an alternate plan to ... disclose prices and co-payments of drugs advertised on TV on a new website starting in the spring.