I'm going to move to a different subject, if I could, that of plain packaging. I talked to Nicola Roxon, the former Australian health minister, who told me that tobacco companies are extremely sophisticated and will exploit every single loophole in plain packaging legislation. I'm sure you were told the same.
In the consultation document on the proposed regulations concerning plain packaging, Health Canada did not include the option of further regulating brand names, beyond limiting the number of words that they can contain. Ms. Roxon told me that's something we should look at because we don't want a company to change their name to “Smoking Makes you Slimmer Inc.” or “Smoking Is Sexy Inc.”
Right now the only provisions are to limit the number of words, not the type of advertising that could be used in the company name. Would you be open to such an amendment if that were the case?