In October 2018, PhRMA’s Board of Directors adopted measures to enhance the PhRMA Guiding Principles on Direct to Consumer Advertisements about Prescription Medicines. The revised, voluntary Principles become effective on April 15, 2019 and include a new guiding principle stating that “[a]ll DTC television advertising that identifies a prescription medicine by name should include direction as to where patients can find information about the cost of the medicine, such as a company-developed website, including the list price and average, estimated or typical patient out-of-pocket costs, or other context about the potential cost of the medicine.”  The Principles also state that PhRMA will identify on its website all companies that voluntarily and independently commit to abide by the Principles as Signatories and will identify companies that complete, at the appropriate time, annual certifications that they have policies and procedures in place to foster compliance with the Principles.  The certifications must be signed by the companies’ Chief Executive Officers and Chief Compliance Officers for their United States pharmaceutical business.