Thank you very much, Madam Chair.
I would like to thank the witnesses here today. It is very helpful for the committee.
Ms. Callard, you said earlier that, some years ago, there was no political will to solve this problem. That is perhaps what you are sensing at the moment. I share your indignation with the situation. Let me remind you that there are members of Parliament who do have the political will.
Mr. Fong, you made an extremely interesting comment that is very relevant to the committee. You said that, like any communication, health warnings become less effective over time. I must say that you do not need to be a psychology professor or an eminent economics professor to understand that. What surprises me is that the government doesn't seem to understand.
However, in a final report prepared for Health Canada by the firm Corporate Research Associates Inc, it says that, although some health warning messages stand out, their impact decreases and, sometimes, they are completely ignored. Let me read a passage from the report to you: “A major factor is the novelty of warnings against health hazards, since messages have a greater effect when they are new.”
Can you comment on that for us?