To add specifically on contraband, we have been involved in this issue for many years. Education alone won't cut it. We've been advocating for serious or effective policy measures. We can't do that. It's up to governments to implement those policies and enforce them. The three of us have been involved for 15 years in trying to convince governments of some of the measures that they need to bring forward.
Rob was talking about the international illicit protocol, and both Rob and I have been attending the meetings for the negotiations of the protocol. That's a way that we are involved to push for these policies to curb contraband. It's been working. Canada is a model in terms of success in reducing contraband tobacco.