Merck & Co. and GlaxoSmithKline PLC are holding off on providing help with out-of-pocket drug costs to people insured under the Affordable Care Act, while other pharmaceutical companies go ahead, amid mixed signals about whether the copay assistance is legal.

The help is a staple of pharmaceutical-industry marketing to people insured by commercial health plans. It costs drug makers billions of dollars a year. But by subsidizing the out-of-pocket costs triggered by a prescription, companies can help to ensure that the prescription is filled and that insurers must reimburse the drug companies for the large remainder of a drug's cost.

Health plans and pharmacy-benefit managers criticize the tactic, which they say hurts their efforts to steer patients to lower-priced generic medicines. Federal law bars copay help for people insured under federal insurance programs such as Medicare and Medicaid as an illegal kickback that encourages unnecessary spending.

It has been unclear whether the prohibition would extend to people insured through the exchanges established by the health-care overhaul, where consumers can get federal subsidies to help pay for their policies.

In October, Health and Human Services Secretary Kathleen Sebelius indicated the practice was OK. The next month, the agency suggested otherwise, issuing materials that said the agency discourages copay assistance. Then in March, the department said in an "interim final rule" that health plans offered through the exchanges must accept payments providing help with premiums and other out-of-pocket costs for HIV/AIDS patients, but didnt mention other types of drugs.

Merck has decided against allowing patients enrolled in plans through the exchanges to redeem the coupons the company furnishes to subsidize copay costs, a spokeswoman said Wednesday. The spokeswoman attributed the move to "uncertainty surrounding the roll out" of the health-care overhaul, citing the statements made by HHS.

"Merck plans to revisit this decision once more information is available about the implementation of the Affordable Care Act," the spokeswoman said.

GlaxoSmithKline isn't offering the copay help to people insured through the exchanges "at this time" and is "continuing to monitor the situation, " a spokeswoman said.

"We made this decision based on a range of factors, including the guidance that is currently available from the federal government," the GlaxoSmithKline spokeswoman said. "This is a very dynamic environment for health care in the U.S. We continue to ask ourselves how can we best meet the needs of these patients with these new insurance options."

By contrast, Amgen Inc., Eli Lilly & Co., Gilead Sciences Inc. and Johnson & Johnson said they are providing the copay help.

Gilead and J&J cited the letter that Secretary Sebelius wrote in October condoning the assistance.

Lilly "will be monitoring the external environment to see if we need to make a change in the future," a spokesman said.

"Under the new health-insurance exchanges, it is not uncommon for patients to face coinsurance of 40% or more for their prescriptions. To help make sure that patients are able to access the therapies they need, Amgen currently offers cost-sharing assistance to eligible patients," an Amgen spokeswoman said.

The companies' actions were reported earlier by Bloomberg News. A Medicare and Medicaid spokeswoman referred to the various statements the Health department has made on the subject.

Write to Jonathan D. Rockoff at jonathan.rockoff@wsj.com

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