I think it's more about the result. So where are childhood obesity rates in Quebec? I'll tell you that the childhood obesity rates in the Lower Mainland of British Columbia and Alberta are lower than they are in Quebec, and there is no ban on advertising in those provinces.
Let me take this head-on. There needs to be responsible marketing and advertising to kids, and FCPC has worked on this with a number of our member companies. I believe Burger King and McDonald's are engaged, and they have made commitments through the children's advertising initiative, which is run by a third-party regulator, Advertising Standards Canada.
I think there are 16 to 20 big companies that represent the majority of the market. In addition to the children's code regulatory stuff and all the checks and balances, there are requirements in pledges and commitments made by industry not to advertise certain products on Teletoon or in daycare centres or schools. This has been in effect for about five years now. That's another thing I'd be happy to share with you. We're very proud of that program. In Quebec, obesity rates for children have more than doubled in the last 30 years. As you know, this is a really complex issue. There's not one silver bullet, and the Quebec ban has not driven the results that a lot of people think they have.