The AMPs that we have now are the AMPs that came about as a result of Bill C-10, the Budget Implementation Act. There was a series of changes in the act to bring administrative monetary penalties up to a level that would encourage compliance, as opposed to being a pure licence fee to engage in misleading advertising activity.
So that's what happened. For a first offence for an individual, it's $750,000 as a maximum. For a second offence, it's $1 million. For a corporation's first offence, it's $10 million. The second offence is $15 million.
Now, it doesn't mean that someone is going to end up with that administrative monetary penalty every time. The act sets out a series of factors that the Competition Tribunal or a court has to take into consideration before awarding an AMP. That includes the history of the behaviour, the isolated nature of that behaviour, the history of compliance with the act, and that type of thing.
We're also looking at the financial resources. The idea is not to create capital punishment for business when they fall offside of the legislation. The idea is to deal with false and misleading advertising in a firm manner so that Canadians can have confidence in the marketplace, particularly the online marketplace. That's an area where there is some lack of confidence. When people use their credit cards to purchase online, they want to know that what they're buying is what's been represented to them as the product being sold.