U.S. regulators on Thursday approved a new kind of cancer drug from Merck & Co. that is designed to unleash the body's immune system against tumors and could generate billions of dollars in sales.

The drug, which Merck plans to sell under the brand name Keytruda, is part of a long-anticipated wave of medicines that could transform cancer treatment and forge a large new market for pharmaceutical companies.

The Food and Drug Administration cleared the drug, pembrolizumab, for the treatment of a deadly form of skin cancer, melanoma. The approval followed a swift review of data from a relatively early-stage human trial--an unusual move reflecting the medical community's keen interest in pembrolizumab.

The infused drug is a new type of immunotherapy, a category of treatments that harness the immune system to fight cancer. It was approved for people who've failed to respond adequately to Yervoy, a Bristol-Myers Squibb Co. immunotherapy that works in a different fashion, and certain other drugs.

Pembrolizumab is the first so-called PD-1 inhibitor to hit the U.S. market. The drugs block a protein called programmed death receptor 1, or PD-1, which acts as a brake on certain immune-system cells to prevent them from attacking healthy tissue. Cancer cells can escape destruction by latching onto PD-1; PD1 inhibitors block this interaction at the site of the tumor, releasing the immune system brake and allowing it to destroy the cancer. Yervoy also lifts a brake on the immune system but does so earlier in the immune-cell activation process, which researchers say may cause more collateral destruction of normal tissue than with PD-1 blockers.

Pembrolizumab and other PD-1-targeting drugs--including those developed by Bristol-Myers and Roche Holding AG--have generated excitement among doctors because they appear to induce relatively high rates of tumor shrinkage and prolong average survival beyond historical norms in clinical studies. Researchers say the side effects associated with the drugs appear to be manageable.

"PD-1 is truly a game-changer. It's active in a way that other drugs are not," said Lynn Schuchter, a medical oncologist who heads the melanoma program at the Abramson Cancer Center of the University of Pennsylvania and has assisted in clinical trials of the Merck drug. "And what's been interesting is the activity of PD-1 beyond melanoma. It looks to be active in bladder and renal and lung cancer. So this is bigger than melanoma."

Some analysts believe total annual sales of cancer immunotherapies could reach about $32 billion by 2025, if more drugs make it to market to treat a range of cancers. Leerink Swann estimates Merck's new drug alone could generate annual sales of more than $6 billion by then.

A competing PD-1 inhibitor, nivolumab, hit the market in Japan this month, at a price of $143,000 for a year's worth of treatment for the average Japanese patient. The drug, from Bristol-Myers and Ono Pharmaceutical Co., is expected to be reviewed by U.S. regulators in coming months. Other PD-1 inhibitors are expected to have similarly high price tags, which could fuel more debate about the affordability of new drugs.

Merck didn't immediately disclose the price for Keytruda on Thursday

Write to Peter Loftus at peter.loftus@wsj.com

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