No, I understand what you're saying. Many trade associations will in fact self-regulate and develop those standards for themselves. Our role as an enforcement agency is to make clear where the bright lines are. For example, following the Bell Canada case, Bell Canada stopped making what we viewed as misleading representations about its price, advertising a lower price than what was available to consumers. All of the other telecommunications companies watched that and brought their ads into line as well. It does have a ripple effect.
However, for trade associations, as far as setting standards, that isn't our role, but our enforcement action probably informs what they do.