I wouldn't mind following up on Michael's question. We also have a problem with the marketing to Michael's two-year-old. It is a very short ad that then drives people to the Internet--maybe not the two-year-old--for an hour-long mystery tour that actually is just filled with more and more advertising for this particular breakfast cereal.
One of the reasons we're cautioned about the advertising on television is that it's there on the Internet anyway. I think we are seeing evidence now that they're using their little time on the television to drive people to the Internet for huge periods of time.
I'm very keen that we in Canada understand, in order to have evidence-based policies, what you are using in terms of evidence, in terms of things that have actually changed behaviour. Do you have access to biometric data that actually shows that weights are becoming healthier?
Also, I was pretty impressed with some of the studies we've seen on pedometer use, that kids who were exposed to pedometers in physical education classes tended to choose the activities that got them higher scores, and that ended up being evidence-based.
So questions on two things: one on the ads, but also can you talk a little bit about the evidence that would be used for public policy that would actually change behaviour?