Amgen, Eli Lilly and Merck - plus the Association of National Advertisers - said in a complaint filed Friday that the law would mislead consumers, overstep the government's authority and violate the First Amendment.
In a speech at a University of Southern California-Brookings Institution event, Seema Verma pointed to 2016 figures showing more than $1 billion in missed savings.
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A legal expert compared mandatory prices in ads to food labeling, but another expert said mandating them risks scaring patients out of taking life-saving medicines.
The industry's main lobbying group, PhRMA, updated its direct-to-consumer ad guidelines to include pricing information, but HHS secretary says voluntary action is insufficient.