Canada's move forward with 75% is a very important first step. Clearly the Government of Australia has announced that their plain-packaging initiative is going ahead. Plain packaging, as you know, removes all colours and all branding from tobacco packaging.
Recent Canadian labelling research by Créatec in 2009, which was done for Health Canada, suggests that much of what could be accomplished by increasing the visual attention towards health warning messages through plain or generic packaging could be accomplished by requiring a larger health warning message. You will remember that part of the report Rob Cunningham quoted tested health warning messages at 100%.
Canada will closely monitor the Australian experience. We're hoping that they will evaluate their effectiveness and give us the evidence, the research that we would need for us to consider that as a viable option.