But you can already buy hearing aids without a prescription or medical exam. I do mean the United States, and I do mean devices labeled as hearing aids and not personal sound amplification products. See this article from Consumer Reports dated November 11, 2021, where they talk about Direct-to-Consumer Hearing Aids and Self-Fitting Hearing Aids, neither of which require a prescription or medical exam, but are still labeled as Hearing Aids:
https://www.consumerreports.org/hearing-aids/your-guide-to-h...
An example is the Bose SoundControl Hearing Aid that I know for a fact has been available for purchase without a prescription directly from Bose for many months (in the USA only).
It's true that a lot of people don't know about the Direct-to-Consumer and Self-Fitting Hearing Aids. But I don't understand what benefit comes from the new FDA rules that didn't already exist.
EDIT: It sounds like the FDA could be making it worse. Quoting from the Consumer Reports article above, it says, "FDA-Approved Over-the-Counter Hearing Aids could at first look like some of the Direct-to-Consumer options already available—but they will be subject to additional rules." Why would any manufacturer want to market with additional rules when they're already allowed to sell under the Direct-to-Consumer or Self-Fitting Hearing Aid rules?