I think the existing picture warnings have had an effect in reducing smoking among adults and youth. The picture warnings that we're going to see as part of these regulations reduce tobacco use, increase awareness of the health effects, and reduce package deception. The package as an advertisement is impacted. The companies tend to portray sophisticated lifestyle images, but they will not be able to do that as much when the truth is being told with a picture in a larger size.
The problem is that the existing pictures have been on packages for 10 years without being changed. That's why it's essential that they be updated, and these regulations are going to do that. The current images don't have the impact they initially had, and that's why it's great that these warnings are being refreshed and being improved at the same time. The 75% size is extremely important.