I have just a couple of final thoughts that pick up from my colleague's comments.
First, I would point out the obvious fact that this is a maximum fine. It doesn't mean that they're going to be fined $500,000. It would give discretion to levy a fine up to that amount.
I would imagine that all sorts of factors would be taken into account in setting an appropriate fine, whether it was inadvertent or it was a few days late, etc., all the way up to an egregious or repeat offender. As a maximum, $50,000 is too low when you're talking about tobacco, in my opinion.
Second, no tobacco company will ever have to pay it if they comply, which I expect them to do. This is not levying any kind of penalty; it's for companies that don't comply.
The other interesting thing to keep in mind is that the purpose of this is to have an enforcement mechanism for cost recovery. What is cost recovery? It is putting onto tobacco companies the costs that Health Canada has to expend to deal with the health impacts of their product. It's circular: At the end of the day, it comes down to enforcing health for Canadians. That's why I think it sends a strong message, in theory. It's entirely avoidable by tobacco companies; they simply have to comply with the cost recovery provisions.
I will conclude by saying the Canadian Cancer Society asked for this in testimony. In addition to having deep pockets, tobacco companies are very sophisticated, and they have proved for decades they will use every lever at their disposal. They will use every pressure point to try to have their products sold in Canada.
To me, as a government, if we're going to allow this very dangerous and addictive carcinogen to be sold in this country, it's very important that we make it clear that the costs of dealing with it will be enforced in a meaningful way.
For all those reasons, I would rather err on the side of sending a strong message to the tobacco industry than send a weak one.
I'll leave it there, and I will be happy to live with whatever decision my colleagues come to.