I started working in tobacco control in 1993, right smack in the smuggling crisis. It wasn't all the provinces that rolled back their taxes. Quebec was the first and it had a domino effect—New Brunswick, Ontario, and a few other provinces in the Maritimes. The other provinces maintained their level of taxation. The federal government lowered their tax, but it was not across the board.
Tobacco taxation was so effective that the tobacco industry was panicking. They recognized in their annual reports that they were losing a lot of their sales because of that. The policy that was brought forward was a suggestion by the health community. If you want to generate revenue, you might as well generate revenue with a product that's killing people and stop some of them from picking up tobacco.
At one point, the tobacco industry realized that, even as they were making the argument that they were losing sales, the policy was working. At one point, they engaged in a public relations campaign across the board. They invested millions. They said that tobacco taxation did not work, while illegally supplying the contraband networks, especially through Akwesasne. All of those operations were done by the tobacco industry.
Unfortunately, the pressure became so intense in the 1990s that the government thought the best way to get out of the problem was to lower tobacco taxes. At the same time, though, they came up with the Tobacco Demand Reduction Strategy. It was only later, through litigation in the United States and the uncovering of internal documents from the industry, that we uncovered a whole conspiracy on their part, in which they admitted to supplying the contraband market. The tobacco industry was sued by the States, and the industry was found liable. In 2008, you had Imperial Tobacco and then Rothmans, Benson and Hedges. After that, you had JTI-Macdonald in 2010. It was a record fine that they had to pay—$1.7 billion or $1.8 billion—an amount never before seen in this country.