We need a comprehensive strategy. Many things work in combination. Plain packaging is part of it; banning flavoured tobacco is part of it. There's a great opportunity for Minister Petitpas Taylor, with the renewal of the federal tobacco control strategy. The current one expires in March 2019.
There have been consultations. The minister has been working on a new strategy, and that is a great opportunity to restore some initiatives that we previously had for cessation, youth prevention, enforcement, mass media campaigns, policy development—all of the different elements we can have that can really make a difference.