We would love to see that happen. In fact, that was our initial proposal back in 2015 when we met with the government.
You're right about the unique vulnerabilities of adolescents. They have discretionary income, they have less supervision, and they have unique drivers in terms of their social relationships. With adolescence comes a shift in affiliation from the parents to peers. Peers become very important. There is also a need for immediate gratification, which adolescents demonstrate, so they are particularly vulnerable to marketing. The marketing techniques on social media are increasingly directed at them through sophisticated user-generated marketing techniques and geolocating, so they are extremely vulnerable.
We would, again, like to see the protection expanded to this group. One of the things we discussed with Health Canada is that if and when—and hopefully it's going to be soon—we get the protection for kids under the age of 13, we look to see how marketing has shifted. It could be sort of a game of whack-a-mole: You inhibit marketing to kids under the age of 12 or 13, and then all of a sudden it increases toward adolescents. What happens to that marketing? What does it do to the purchasing behaviours?
The first step is to get it for the younger children, and the next step is to really keep an eye on what's happening with adolescents.