If I understand the question correctly, it is about what can be done so that these advertisements don't pop up in other media.
Currently we receive a lot of direct-to-consumer advertising of pharmaceuticals from the United States in magazines and so on. We have the ability to block ads from the U.S. if we want to. It seems that Health Canada or the regulatory environment is not that interested in blocking ads from the U.S. But we could do it if we wanted to.
The ad I referred to was not a drug ad; it was a disease ad. It's an advertisement for a condition. That's, I think, what companies are using in Canada to drive people to their doctors to seek the drug they're selling. In fact, they're selling the condition, not necessarily the drug.
The main point I was trying to make is whether we can at least try to curb the excesses of disease advertising. Of the many people who see those ads, perhaps some might go to their doctors and open up a conversation, and that might be a good thing. But many of those people are going to get worried. You're going to create a certain psychological anxiety in the population, and you'll drive those people to their doctors to ask for tests and drugs that they probably don't need.
I hope that answers your question.