Yes. I think denormalization campaigns are very important when it comes to reducing tobacco use. This is one area, certainly. Madam Bennett was mentioning targets and measurements. Based on our measurement, I think we can safely say that because the smoking rate over the last few years has gone down from I think 26% to 19%—somewhere around those figures for this country—it indicates that a lot of efforts are taking hold.
We have to continue to denormalize tobacco usage amongst our youth and combat the countervailing pressures by the tobacco companies and by popular culture, if you will. We will continue to do that. And we're continuing to look at additional ways within our constitutional mandate to restrict tobacco advertising. Sometimes there are new media that become available to the tobacco companies, like text messaging, for instance, which didn't exist ten years ago, but now might be a way the tobacco companies will try to get at the youth market.
So we will continue to protect Canadians, and particularly our young Canadians.