We've undertaken massive regulation and restrictions on your industry to stop targeting kids, to stop targeting young people so that they don't get addicted to begin with. Now you're left with the population of people you did get addicted, and you're trying to find new ways of keeping them addicted to nicotine instead of finding ways to help them stop smoking.
Have you thought about helping, working with the government to fund an anti-smoking program? Would Philip Morris support funding?
When I was growing up, as a kid, we used to see lots of advertising and government promotion about the dangers of smoking—stop smoking, and don't get addicted to cigarettes. That's gone now. The risks of nicotine and the public awareness of the risks of nicotine have subsided. Now we're seeing new devices—vaping and your heat-not-burn models—making nicotine seem okay again, when it's not.
Would you help sponsor a government program to continue to educate Canadians about the risks of nicotine and why it's important that they not get addicted to it?