In answer to your question, I want to raise two points. The first is what we have been saying. We are currently up against some stiff competition from the Canadian black market. Increasing the size of health warnings means less and less room on our packaging to provide those adults who choose to smoke with information about the cigarettes they want to buy. And in that sense, this may initially lead some of those people to take the view that there is less reason to buy legal cigarettes as opposed to illegal ones.
There is another consequence that may lead people to turn to the black market: the less space we have to be competitive on our packs and encourage consumers to choose our brand over our competitors', the more competitive we have to be with our pricing. But lowering prices goes against one of the policies set out by Health Canada in its tobacco control strategy. Furthermore, no matter how much we reduce the price, we will never be able to compete with the black market. Since consumers who choose that option do not have to pay taxes, the price is really too difficult to touch.