The Consumer Technology Association has debuted a new logo to appear on over-the-counter hearing devices—assuming the technology first clears potential legal barriers.

The new logo, which is shaped like an ear, will designate the association's "high-performance standard for wearable hearing devices a new, future class of over-the-counter hearing aids for consumers with mild to moderate hearing loss," according to a statement.

"The new logo and standard mark another important milestone in the evolution of wearable hearing devices," CTA CEO Gary Shapiro said. "With the industry agreeing on a common standard and logo, we can now better help the almost 40 million Americans who live with some form of hearing loss."

CTA supports expansion of over-the-counter hearing device technology, as does senior citizens groups like AARP. But currently most states require patients to see an audiologist before purchasing products marked as hearing aids, which can cost a few thousand dollars per device. Legislation before Congress would override state requirements and allow people to purchase hearing aids without a prescription.

The American Speech-Language-Hearing Association, which represents audiologists, opposes the bill, saying it would encourage people to self-diagnose and potentially lead to greater hearing problems.

CTA supports the legislation. The association believes the bill would ultimately benefit consumers, noting that over-the-counter sound amplification products range from $100 to $600 a pair. http://bit.ly/2rKX0do

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