If I could, we are not resisting participating. We are arguing in favour of having a fund administered by the government rather than a format in which you would have to pay to link, which we believe would have a number of unintended but negative consequences.
The general proposition is right, that digital advertising is more efficient for merchants. There was a U.S. department store owner who, many years ago said, “Half the money I spend on advertising is wasted; [I just] don't know which half.”
Digital advertising solves that problem, but it spreads the money in different ways than traditional publications do, and we collectively need to work with governments to address that challenge.