dollars. more affordable devices could soon be available and over the counter. here's cbs news chief medical correspondent dr. jon lapook. >> same thing on this ear, okay? >> reporter: the proposed f.d.a. rule could be a financial relief for the nearly 30 million americans with hearing difficulties. >> i just felt it was mandatory. i mean, it's-- you get glasses because you can't see. you need to get something to help you to hear. >> reporter: the proposed f.d.a. rules would establish official technical guidelines for these devices and allow hearing aids to be sold directly to consumers over the counter and online without a medical examination or fitting by an audiologist. dr. jay youngerman is an ear, nose, and throat specialist at northwell health. how could this help? >> once it becomes an introduction where they can least trial the basic hearing aid and see how they do with it without spending thousands of dollars, for a majority of people it may work very well. >> reporter: the goal is to