Thank you so much.
Look, we want innovation in the space of cessation. We want innovative ideas to get people off of tobacco. It's still the number one cause of preventable death in this country. It is a horrible scourge. Tobacco companies internationally have utilized techniques that are reprehensible. What happened here is that they used that portal, where we want to see innovation for cessation, to pretend that they were doing something about cessation. What you then see come out is something that doesn't match it.
I'm seeking a couple of different authorities. One is to restrict flavours to what is only necessary and logical for the purposes of cessation. In the second order, I'm seeking authority to have marketing plans shown for products that are for cessation to ensure that they comport with the approved intended use of the product before it goes out, so that we don't see the circumstances you're talking about. Then the third order with respect to nicotine pouches, because they have already, unfortunately, in their treacherous behaviour, addicted a whole cohort of people who had no exposure to nicotine before—they've addicted a whole cohort of young people to this product—is that it's my belief that it needs to be moved behind the counter. That's already happened in B.C. That's already happened in Quebec. I think we have to be part of the solution to see that happen writ large across the country.
It's not just about these tobacco pouches. It's about what they did in vaping. It's about making sure that the legitimate space for innovation in cessation is never abused again in this kind of perverted way.