Yes, absolutely. In fact, we have a free giveaway of e-cigarettes happening here in Ottawa as well.
What we're trying to do is what my colleague just emphasized. We want to make sure that e-cigarettes are available as safely as possible to smokers who want to quit, but not available and not promoted as the new lifestyle accessory the way cigarettes once were. We have to do everything possible to make sure there are no lifestyle promotions of any kind. Product placement in movies is one such type of promotion.