That's a good question. This is very much a product where there's aggressive marketing towards youth in the use of bright colours, the use of interesting names for the products, and the promotion of the word “guarana” on the label. There are a number of things. It's quite aggressively targeted at youth, particularly young females. It is an important consideration in terms of not only the regulatory side of making changes that would, in effect, prohibit the marketing of these products in their current format—although certainly that's going to be an important consideration in terms of mitigating the health risks associated with these products—but also the way in which they're marketed.
Of course, education is an important aspect of this. One thing we're doing is working with the provinces, working with key stakeholders, because it's more than Health Canada's role to work on education and getting those messages out there. We can do all that we can, but the more mechanisms and different ways of distributing this information we can get out there, the more impact we can have in terms of reaching those vulnerable populations about the risk of these products.