When you look at the two brands, what ends up happening is that for both the illegal and the legal ones, you'd have the same characteristics—the same colour size and the same font size. That absolutely would make it difficult for law enforcement to decipher whether the product were legal or illegal. We already know that there is a thriving contraband market in Canada. In Ontario in some communities, it's up nearly 60% to 70%. Our view is that with plain packaging you're essentially giving a blueprint to criminals to continue to grow the contraband market.
On February 12th, 2018. See this statement in context.