If you've been following closely, you'll know that the vaping industry has done a relatively good job of self-regulating and being very responsible. We restrict sales to adults. I know that I do in my outlet, and I know that my retailers also do. I'm not there to oversee them on a regular basis, but there are guidelines put in place. We do not want to see our children get hooked on nicotine. That's for sure. I'm in agreement with, as Boris said, some of the restrictions on lifestyle advertisements. There should be certain guidelines within labelling. Speaking for my company, we have been very responsible in that area. We do not use unicorns and cartoonish types of images on our products. I wouldn't sleep well at night if I did that.
The industry itself has done a pretty good job of self-regulating. Governance is needed. Oversight is needed, and it's welcomed, and we would like to be part of an open communication discussion with governments when regulations are going to be determined, because right now, things are scripted so broadly that nothing is clear.