I'll start with that last point. The CRTC is not the body, nor do we have the expertise or the mandate, to determine that this food is not good. We rely on the regulations that are put in place by Health Canada under the Food and Drugs Act. So we defer to them and work with them in that regard. They're the people who determine that.
How does the mechanism work? Essentially what the CRTC does is through conditions of licence; each and every broadcaster receives a licence. We place a condition of licence upon them, requiring them to follow this code. So although the code has been developed and is administered by the ASC, it is really the CRTC that ultimately enforces the code. Broadcasters must ensure that the advertisements they put on their channels or on the airwaves respect the code. It is their responsibility. That's how we give this mechanism force of law. The CRTC regulates broadcasters. Broadcasters must follow this code.
What happens over and above that is that broadcasters are required...and they go to Linda Nagel's organization, the advertising standards councils, to pre-clear pursuant to the code. That organization administers the codes, provides guidelines, and updates them. Ultimately we approve whatever code through a public process. Whatever's put in place, it's our responsibility, but they administer the code. They administer pre-clearance. Every advertisement destined to children is pre-cleared. Food is pre-cleared through this organization. So it never appears on the air. Broadcasters have the responsibility to make sure that if it is not pre-cleared and it does not respect this code, it doesn't appear on the air. So there is quite a precise mechanism for that.