I have an example. You referred to a nutrition initiative that was already there, the Canadian children's food and beverage advertising initiative, which is a self-regulatory measure that's already in place.
When we looked at the ads that were directed to children and teens for foods that were high in salt, sugar and fat, three-quarters of those ads were from industry members that were signatories to that initiative.
When we look at voluntary measures, they are that. They are voluntary. They are limited to the signatories, but as I just noted, even if you are a signatory it may not necessarily influence that behaviour.
In terms of the proposal that we've seen for the self-guide, there are also challenges in terms of the advertising criteria that are defined. They don't have the nutrient criteria for products; that's incomplete as well. The review process is not an independent process, so if something happens on the compliance enforcement side, there's no independent process to deal with that.