If could just add to that, one of the issues with the Quebec legislation is that it's not specific. It doesn't target unhealthy food and beverage ads; it's just all advertising. It says you cannot can't target ads to children under the age of 13.
As a result, because of the way their legislation is drafted, kids see quite a bit of food advertising in Quebec. It's just not targeted at them. They see a McDonald's ad, but their McDonald's ad is the guy in his office eating a breakfast wrap, and that's not a child-targeted ad, so it's okay in Quebec. That's why it's so important that we get the regulations right for the entire country in this new piece of legislation.