In the case of our association, I think the parliamentarians and legislatures can have faith and trust based on our track record over many years and the self-regulatory mechanisms we have in place. For example, we have a mechanism called the research registration system, under which companies go on our site and register the projects they have out with the public at any given point in time. That allows respondents across the country to phone in or by e-mail verify the legitimacy of the survey, because it has been registered with the self-regulatory association.
In the case of the social media companies, it's a difficult task, because they're so numerous and so varied and they cater to different sizes and types of audiences. Even for, say, an association within Canada, such as the Canadian Marketing Association, it would be a monumental task to bring all those types of companies into the tent and get them to agree to adhere to standards and proper self-regulation. I know there is a characterization out there now that social media marketing is like the wild west, because none of them belongs to self-regulatory associations.