Yes, broadly speaking that's right. We're talking about often small companies here. They may well not use advertising agencies to produce their advertising leaflets. They will just produce them themselves. But the deterrent of adverse publicity, perhaps in the local newspaper, is still a reasonable deterrent. I won't pretend it's a game changer in every case, it isn't, but it is a good deterrent. And the fact that that small company is not a member of any trade body, is not publishing its ad in a newspaper, for example, that's a member of a trade association, that it is a part of the ASA system, that doesn't matter. The ASA will still take action, it will still apply the code and it will still publish adjudications against misleading, harmful or offensive advertising.