Just to add to that, a potential approach would be the polluter pays principle, whereby the tobacco industry is required to reimburse Health Canada for the cost of the tobacco strategy. Right now, Health Canada's $38-million budget works out to about $1.04 per capita. In the United States, it's about $3.60, more than three times the amount. Exchange rates vary.
In the United States, the Food and Drug Administration recovers the entire cost of its annual tobacco budget from the tobacco industry, based on market share. That's something we could do in Canada, to have as much impact as possible, to reduce youth use, and to enhance cessation.