On this question of incentives, in the U.K. there was a traffic light labelling initiative that was voluntary and the more recent restaurant nutrition disclosure. The main incentive in both was publicity. Essentially the government had a large public awareness campaign and publicized the names of the restaurant chains that came on board. There was a lot of positive consumer response along with that.
In the background they have been stating that they would try the voluntary approach first, and if not they would move to mandatory regulation. So it goes to that dynamic between regulation and voluntary efforts for trying this first. There is an incentive to cooperate.