Yes, certainly that is one measure. That said, Internet use is skyrocketing at the moment. At the time, that was not one of the measures in the plan. So we have since realized that it is possible to improve our action plan in order to better meet all the challenges that tobacco poses.
We are addressing legal tobacco and contraband tobacco.
We realized, with the explosion of the Internet.... That's further supported by some of our national anti-drug strategies, where we have comprehensive approaches, with images in movie theatres and posters, including television ads. We have an Internet site and a Facebook site, where youth are now posting their own stories and starting discussions. We have fans. We have different vehicles available to us than there were 10 years ago.
While we've certainly recognized that we were a leader 10 years ago, we're the first to get to this issue. We wanted to make sure we continued to be a world leader, as we were with Bill C-32, the first country to ban flavours in tobacco. Simply renewing health warning messages, which was world-leading 10 years ago, would not be world-leading today.
But more to the point, our objective is not to be world-leading; our objective is to be successful in helping Canadians quit smoking or stop smoking.