documentary about the power of the tobacco loves i. i'm eddie micah julia. we have more news coming up in the top of the thanks for watching the can you see what old car tires have to do with the production? she has a hands on so really indeed the snow on youtube, the

survey content and do you know how many die from smoking in switzerland each year? she has no idea what they said to come in and do you know how many people die on switzerland's roads? each year and that's when you what else we start getting. so for us yeah, i feel like more people die on the roads than from smoking. the bicycle. you know, since the other way around almost 10 thousands with people died each year from smoking and $300.00 on the roads. sort out like that. okay. well, i'm speechless. i guess so more or to be more precise.

236 people died on swiss roads in 2023 and almost 10000 people died due to cigarettes according to the swiss federal office of public health. according to the world health organization, the number worldwide was almost 8000000. and mary has been smoking for over 60 years. she's being treated for lung cancer. her husband also, a smoker, died of the disease a few years ago after a long illness and muddy is still haunted by the ordeal. 50 stake, why do you still smoke after suffering through all that comment? to do that's a very good question and see the, let's just tell people a lot of the good will tell you that what can i say a kind of to weakness? we won't be able to try to explain it, but it's real stuff had addiction to nicotine and cigarettes is also real. this notorious substance has been consumed in the form of

heat activated tobacco products and electronic cigarettes, also known as fates for several years. now. these products come in for the flavors and attractive colors, which is how the companies are appealing to the young target group. and so when go, you know, a thing or 2 about it. they never leave the house without cigarettes, surveys so on and tell me the cause. if i'm on a project, come off the option is the i started smoking when i was about 16. it is you thing moving on sales for the it was about insurance of the plasma. who said to me, hey, i have 8 east cigarettes, a slave, then they come out and try and get it to the clinic. yeah, they will. if jamie i taught is i'm sort, everything's okay. i'm not addicted. i can keep smoking 6 are such as ashbrook. what's in it? should i continue to smoke? says the cigarette slice also handled cigarettes and normal cigarettes. jonathan, on the all, i continue to smoke vape as well,

so it went on and on like that. and at some point i realized i couldn't stop. let's see, i had told them and see if the smoking is not the place. you know, it's a habits in the morning, you get up and you launch a cigarette homeland by phone calls. you don't realize you have it in your hand. yeah. sometimes i lied to cigarettes and don't have time to smoke schmidt. if i still have half less than half to put it out. if i don't, it's ruining my life on what it's not fun to say, let's say a separate as you please. could you please you would you still smoke freight, so don't try. it's a nicotine is a trap that countless teenagers fall into every year in switzerland and around the world. some health experts even speak of a nicotine epidemic among young people. the giants of the cigarette industry have long been aware of the addictive effects of nicotine as this classified document

from 1963 shows. the 60 years later, these same companies are releasing new nicotine products targeted young people. their goal has remained on change since the 1940s to get people hooked. the w h o is concerned. big tobacco is making a huge effort in hooking our children to nickel t y 10 years ago. there was about 0 of easy grants. today we have 83000000 users and 33 to 1000000 of children using a cigarettes. they will be the next generation of smokers of tobacco as well. i mean, what was this today? people liked to distinguish between vamping and smoking, but young people usually do both. and so and got a, i'm are 20 and 19 years old. oh no cigarettes and all their forms are part of their

everyday lives. and they spend a large portion of their pocket money on these products and this off to kind of a little funky in the neighborhood. it's like children who wants sweets whenever they see them both and kills invested disease like those of a same say, let me get a pack of cigarettes right. us. it wasn't lawless. yes, exactly. and especially since everything looks so inviting you walk into the store, we'll say to cigarettes and buy them also. and that's, that's a highlighted impacts. of course. advertising also plays a role. ok, my body often acts against my reason and punishes all set up of the longest bates difficult to resist and to continue when it's offered at every newsstand on every street corner and every store and a gas station. the top selling switch vendors of these products, such as k, kiosk, co ops, dinner and manner, did not give us permission to film in their stores. so we settled for an amateur

video that they click on the when they present their nicotine products, the retail giants leave, nothing to chance. they want to create the impression that cigarettes any cigarettes or just like any other normal product like suites. we see a box of disposable e cigarettes and a store that also sells candy. the message that comes across is that these products are all tasty and not really toxic. the cigarettes are offered as perfectly normal products. so could you like it but not easy. as nicotine, not that toxic, it's true that nicotine is not legal, but nicotine is an ingredient and products that are legal for smokers. and by

creating addiction, it contributes to the poisoning of smokers and also applies or yoga expo, is that no doubt about it when those have a voice help us all by secure the poison for our brains did the deputy did the results and the loss of freedom and self determination, metal was multi created by a this utilised gap, both adults and it's transported by other toxic substances that cause cancer, heart disease, and many other illnesses. second book and offering a wide range of nicotine products as part of the new strategy of major tobacco companies. there are 3 basic types of nicotine products. one of these guys costs and then we have conventional cigarettes on tobacco sheeting devices tuesday and they supplement totally sky goal. so now with conventional cigarettes, i know you take a cigarette and light it on you. most of uh, really to talk about burning tobacco release has nicotine and smoke,

which is responsible for most of the health issues that i prefer the plan to select a couple of tobacco heaters also use tobacco. that's how the 2 are similar to a box that i don't see that i don't to do. the tobacco in them is heated to release the nicotine 2 by 2 feet. and then we have bates and e cigarettes. if he or struggling they contain copeland glycol. its vegetable good surrender been flavored . like you said, most importantly, nic contains the whole mix here. nicotine is released and a slightly different way for me by far, the most toxic, our cigarettes that burn tobacco. according to the world health organization, they kill one and every 2 smokers. it's the substance is contained in tobacco that are deadly. electronic cigarettes or vapors do not contain tobacco, they are less harmful and can even do something good. let's. he goes to

a co entry key should easy electronic cigarette is useful for smokers who want to quit smoking cigarettes and are unable to do so. so i, they because they're still undecided or because they're heavily dependent on nicotine we, she's eating for the smokers, you cigarettes can actually be useful, buckle, she should. but non smoking, adolescence and young adults must be protected from exposure to e cigarettes to get a clinic concern, but uh we must prevent them from developing an addiction. so in east cigarettes can be coming a gateway to long term dependence. we'll come back to the risk imposed by e cigarettes to young people later. first, let's take a look at products that heat tobacco instead of burning it. each tobacco company has its own product. british american tobacco makes glo depend tobacco, makes plumed the world's best known product. because i caused by philip morris international it contains

a metal blade that heats up, but does not burn the tobacco wrapped in a tube. this makers call it revolutionary. unlike a conventional cigarettes where temperatures can reach 800 degrees celsius, the costs only heats the tobacco up to 350 degrees. and it's worldwide advertising the cigarette make or touts this as a benefit. while a burning cigarette produces smoke and tar, this is not the case with the icons which doesn't burn, but only sheets the tobacco but is icons really free from smoke and tar toxicologist. all the best to, and professor of a to our wanted to find out. they're analyzing the costs using this machine metro initial findings. now, anyone can see the smoke, there's definitely smoke and them to move. and when all the tobacco has been used

up, they see something else. you can clearly see that it's completely black compared to before it's the black. pittsburgh pretty good. is it, but i just heated from not just hated really bad. and the researchers are part of a team working on a larger study which published these findings in a renowned american journal as junk of new one of the studies authors explains by costs produces smoke, and smoke is fundamentally toxic. a lot of shit to ga, it's still tobacco and that you feel it's just process differently. look for new for us. there's no doubt that this product does not reduce risk types of shows you he's that's just an advertising claim. the seat there, you know, keep doing the images unique. there is no help data to show that tobacco heaters reduce the risk of smoking. i think there's still tobacco,

which contains carcinogens and substances that cause heart disease and numerous other illnesses day. the minute you get to jackie, phillip morris was not pleased with the results of the study. the company continues to claim based on its own studies. the cost does not produce smoke and image significantly fewer harmful chemicals than a lit cigarette. the cigarette maker decline and interview in a written statement. it responded to the claim that i call submit smoke as follows, [000:00:00;00] the but we manage to obtain a confidential document from philip morris that contradicts this claim. if the company's application for eichorst's market authorization submitted to the switched

federal office of public health in 2013 and the document the cigarette and make or use as the word smoke several times to refer to the emissions from the tobacco stick. the . the application also includes an analysis of the smoke generated by the stick showing it contains torque. this means philip morris presented faxed to the federal agency in 2013, but it now denies in public why has the word smoke become tab move for philip morris? because it doesn't fit it's messaging the company has announced what it sees as a revolution, a smoke free future. our mission

is to replace cigarette wave smoke for the product and achieve these as soon as the global market leader for cigarettes announces the end of the cigarette and wants to replace billions of cigarettes with tobacco sticks that thanks to science and innovation are supposedly smoke free all for a better smoke for a future, the economist the passcode is the tim is one of the leading experts on the tobacco industry and has been involved in the battle against smoking for decades. so that gives you the creeps now. right? yes. now we believe what they're saying, sit telemundo, it's such nonsense, but that the, i'm used to this kind of statements as you know the describe. it's

a cycle of cynicism and it can talk or someone to the they try to make it respectable. see the to try to make it a discourse and a narrative that makes them look normal schools that are not do you so they can say, look, we've changed to no one has shown. we've gone through a great transformation posts from the show and we are different now. when i saw a video, we're going to save lives. uninstalled 50 people at the same time, but you defeated philip moore's products to 1000000 people every year. every year, i mean your son to check on it. surely 8000000 deaths attributable to tobacco. pilot morris accounts for 1000000 with the affinity police it. i mean you, the person speaking of the film sells a product that kills 1000000 people every year. i mean, your cynicism can cindy smith, this cynicism have a long history as far back as the early 19 fifties when cancer cases were skyrocketing,

the tobacco giant's claims they cared about people's health. and 1954, they launched a major public relations campaign to so down about these tasks, they published a frank statement to cigarette smokers, a full page ad in hundreds of newspapers, the shortly download it to my account. so that if you read their internal documents or go say you can see that they knew full well, see that there was a link between cancer and cigarettes, suffolk loss because you know, until you had to pull, they knew full well that it was a causal link. see, this exploration launched the biggest this window of all time. we'd love to come up

fee to $20.00 something wonderful. happen, according to ads run at the time when you cigarettes and even have a healing effect, you will feel better. did you say i'll feel better smoking, philip morris? yes, you will feel better. and here are the reasons why. in the case that the case call, due to smoking, disappear, parched throat, cleared up. that is wonderful. and add on single. today, these days, cigarette makers have a big image problem. studies t a o in came over. so i protest the cigarette industry has a very bad reputation and has always tried to look like any other industry. i mean, i didn't call that normalization is up. it's as a wish, they were perceived as a normal industry to delay, but this is admitting that they are not sea level gender sofa. how can an industry be normal when it's product kills one and every 2 consumers?

according to the world health organization? we asked philip morris international, whether there was a strategy to make smoking, and the cigarette industry appear normal. again, the companies reply the but there are confidential documents that say the opposite. and a 2014 strategy paper focused on the company's goals for the next 10 years. the main objective is clear, normalization the company's names to become normal and respectable. part of an industry like any other things to lower risk products. the former philip morris manager, who wishes to remain anonymous,

confirmed the existence of this normalization strategy to tv journalists. excessively clean over the strategy covers are a range of areas. for example, taxation cigarettes should no longer be taxed like cigarettes, but like the charges they also no longer want any advertising restrict singles, but to be treated like a beverage should cetera or this is the normalization strategies. in my opinion, minutes about making smoking cool again in the eyes of people who may i know cor, was wrong smoking which has been stigmatized in recent decades. is to become cool again. there was a time when cigarettes symbolized freedom, individuality, and masculinity come to where the flavor is coming to a mile back of the country, the tobacco company as all reviving an old tactic that of hollywood glitz and glamour. the only difference is that the advertise product

is no longer the tobacco cigarette, but the easy direct we get to have a blue without the guilt because there's only vapor not tobacco smoke. that means no ash, no order, which also means i don't get this thing from others drink. so i'm sure this message has been picked up in social media. for example, by these 2 young take talk users if they get used to e cigarettes, young people may later switch to traditional cigarettes. the target group for tobacco companies as young people because few people start smoking after the age of 20. for this reason, the companies are expanding their range of products containing nicotine for young people, and their strategy is working. the addiction, switzerland foundation, says there's an epidemic of nicotine use among young people. of all the health organizations are trying to fight the trend. least 13 to 14 year old students are taking part in

a workshop design to educate them about the dangers of nicotine products. what do you think of the video? is a big go see my day as a prevention officer at a health promotion organization in the swift canton of valley and increasing number of schools are turning to her workshops to educate students about cigarettes and valves. or what did you see and hear apart from the colors? very good, very different flavors. when you see strawberry to god, it makes you want to try it and who will try it? usually young people or even children stood ready to go to or marshmallow those upside as children respond to the children, love it to show it to you. so have you ever tried one basis? yes. which flavors of listing watermelon and peach this positive? i didn't have my own, i just took

a pass with why those flavors was kind of my favorite folks. it depends how, whether it's ethic, when it tastes very good and it's in chapters i just try that out because it's cool for us to see comes up on this one is to give it to the patient. how old are you? as the 13 go to validate. what's the story with the baby? well, how do you get addicted to babies to cigarettes? from the taste of the whole and taste. they make it seem a need from the nicotine. that's what really gets us to dictate what the so you said best tells the students about the psychological mechanisms fueling the desire for a cigarette and how they can encourage young people to smoke. it's significant trying to understand what's driving you'll behavior as well as could see. is it about assessing myself in a group or with my parents and acting like i'm an adult, the whole 5th confuse you found that, you know, i think we smoke to be in to please our friends,

to avoid being different. it's mainly that feel. well, that's cool. that's good, that's it. we know that during adolescence, the need to belong is very strong and simple. we feel the need to be part of the groups of belonging to a group and appearing mature. cigarette makers are well aware of these teenage desires, that much is clear from a 1991 internal philip morris presentation. it's focus is on how people start smoking the in a written response. philip morris international insist that the company has always clearly stated that miners for it and not consumed tobacco for nicotine products. their products are intended for

a single target group. adults who smoke modelled, say, to me, this is their message, is that smoking is an adult choice of diesel so, but they know they are appealing to, teens is ability. so let's go, let's do this. so a teenagers personality is still developing most with sure they want to be adults and they are being told the key to the adult world. that is the cigarettes and you had this analysis is confirmed by the internal philip morris document. the, the strategy was used for traditional cigarettes and is now being applied to the industries new supposedly smoke free products. what teenager wouldn't dream of looking like the young adults in this i call sad

back to philip morris has promise of a better smoke free future. the company went so far as to set up a foundation worth hundreds of millions of dollars. it's to act as a public health organization to usher in the end of cigarettes. it's call all the foundation for a smoke free world. tobacco giant funding an anti smoking foundation may sound counterintuitive, but the world health organization views it as a trick to water down anti smoking measures the foundation for a smoke free. what a wonderful type. all right, so you would think, well that's really people who wants it, then they are entirely by the tobacco industry. and you see that of course, big company with, i'm with studies, right? so, you know, scientific studies and then you took who has written the studies,

and then you see that they are also financed by the tobacco industry. a tobacco industry that is doing everything it can to become respectable. again, journalists have uncovered that tobacco companies are distributing millions to paper organizations around the world that are speaking out against conventional cigarettes. the world vapors alliance for example, is sponsored by british american tobacco internet. certain by british american tobacco, the international network of nicotine consumer organizations based in geneva, has received 1700000 dollars from the philip morris foundation. but why are tobacco giants funding associations that present themselves as enemies of smoking? the issues at stake is here that the sleeping community overall contributes to a normalization of you know,

this whole v ping and using the cigarettes and these what they call nova products, right? so you see it in the streets all the time and it becomes normal. so. ready once it becomes normal, people think, and it's available, people think, well then it's that's harmful i and so that is part of the tactics of the tobacco industry. of course, you know, the more frequently you see it, the more people are using it, the bigger will be the profits for the big tobacco. is there a moral judgment that can be done on the tobacco industry? it's an industry that brings dest, and was, by all means no limits. tobacco still kills 8000000 people worldwide every year. and traditional cigarettes will continue to exist for many years to come, despite philip morris claim about

a smoke free world. according with rival japan tobacco cigarettes will still make up 3 quarters of the industries total volume in 2035. and at the center of this international business is tiny switzerland, home to the corporate headquarters in factories of the cigarette giants. global leader, philip morris, which produces marlborough and other brands, runs of international operations from lowes and, and as a resource center in factories and new shuts out of japan. tobacco, which produces top brands like camel and winston has its headquarters in geneva and a production site in the canton of blue sam. the tobacco industry employees just over $6000.00 people in switzerland and tax revenues from its operations. bring switzerland around 6500000000 swiss francs or 7000000000 euros annually. this is revenue that the country does not want to lose. tobacco companies have

powerful allies in the swift parliament. one tobacco friendly m p is dameion miller, vice president of the health commission in the council of states, which represents the captain's is that it was, he thought it would you spoke about the freedom of choice, about the freedom of consumers to decide whether to smoke me is that important to you? don't do this. yes, of course. and that's still the main point. we don't want to patronize people, we want to empower them. so the question is how much someone smoke? well, that's a personal choice. you can drink 20 bottles of coco day, whether it's healthy or not for either chemo of cheese or a quino of meat. i just, i think it's important that everyone gets to decide for themselves what they do and do not do most of all. it's their own responsibility at all. otherwise we would have to band driving at this band cycling because there are accidents. so the question is how to deal with it and whether a person is sensible or not. but i yeah,

it's about freedom and responsibility. tobacco julians can also count on representatives of the powerful swiss union of arts and crafts and its industry alliance. for a moderate prevention policy to support that stands. these groups represent the interests, not only of cigarette makers, but also of wine producers, advertisers, the owners of t office, casinos, hotels and restaurants, and even bakers and pastry ships. their aim to block health and safety regulations. their motto, free trade an individual freedom. and it doesn't stop there. switzerland exports almost 20000000000 cigarettes a year. in 2010, the home 5, a member of the radical liberal party submitted a motion to the swiss parliament. meant to stop a public health agreement with the you. by backing out of the agreement,

switzerland would be able to continue producing cigarettes with high tar and nicotine levels, products band and the you for export to asian and african countries. the 5, the argue the issue at stake wasn't public health. but economics. the motion was adopted. ms. thank you for your support. we wanted to know where these high tar. hi, nick, a teens with cigarettes and up morocco is the main export market. and that no, no, i smoke camera man. why? kind of tastes good. it's a bit lighter. that's why i see the lizzie simple. so it's, it's, do you know where the cigarettes are made? say that's always made in switzerland and so it's, yeah, switzerland,

sewage, sewage, sewage, the camel, winston marber of 3 leading global brands made in switzerland the cigarettes, more toxic than in europe and band there because they contain too much nicotine and tar. have an excellent reputation among smokers here they're also more expensive than local brands. so why do moroccans prefer them to the government? so this is a quality product like swiss chocolate and cheese. i deal with it. when you try it, you realize that it's of a better quality than a french or spanish cheese. we're spending on. these secrets are cleaner and less dangerous. according to official statistics, almost

a 3rd of moroccan men smoke. medical professionals say that's had devastating consequences since yesterday you see, and i've been working in making this for 23 years to back then i would come across maybe one case of cancer in a month and a half. now not a week goes by without me diagnosing one or 2 cases of cancer to cause a according to statistics, more than 17000 moroccans die from smoking related causes every year and high tar high nicotine swift cigarettes are a factor, whether swiss members of parliament for whom these exports are a purely economic issue like it or not. so critical the media previous what i salty you say the fact that the economy takes precedence or the health is a serious problem. and then we want to forget that switzerland sold inferior products to americans only physical fiowski. we trusted them to put a now feel betrayed another place america. and it's now introduced standards like

those in europe made, so that it all key to solve that or the all the a swift cigarette makers will continue to do business in morocco until something changes there. the tobacco industry is targeting consumers in switzerland to the country has the fewest restrictions on tobacco product advertising. and all of your companies are employing the full range of marketing methods in the country. so if i could see this, cigarette docs is not just packaging them. embodies the brand, it's an advertising medium. so tobacco companies do everything they can to make. the box is visible and attractive for the hold. the zip is putting shapes and colors that are easily recognizable, arranged like bricks and a wall. this is one strategy used by makers and retailers to draw customers

attention to cigarettes and make them look appealing that they are. we have these dried walls of tobacco and nicotine. they're very visible and intrusive, especially for young people as you're this is what a message do they convey um you can receive, the message is best. this is a product for every day consumption because it's a product that's not so dangerous, but rather very much associated with pleasure. seal, please. yeah, it's a protestant, socially accepted tablet system, but not as the switzerland is one of the last countries in europe to allow companies to trivialize their products by a marketing. in france, a similar wall of tobacco products looks like this plane packages and adult greenish gray without a logo featuring revolting images. in british stores, cigarettes are hidden behind a curtain nor

a door and also packed in plain boxes. but this was parliament voted against the district or tobacco regulations modeled after laws in france and britain. the plain packaging, introduced there has been shown to be an effective measure because i go who it's of the swiss people's party is one of the employees who oppose to the regulation. he's also president of the association of swiss tobacco merchants. gosh, what do you think of neutral packaging as a means of prevention? officers come, we have the privilege to suspend folks out there. it's utter nonsense and also legally precarious here. this is a matter of intellectual property that i have set a model to freedom of brands as closely related to the freedom to market and sell products that what we're talking about here ultimately as a planned economy. it amounts to a ban on advertising a product freely. he must present that customer.

the world health organizations director for health education disagrees. uh, cigarettes normal products like these glosses oil iphone probably the same well are they different? i would on use a different because they are drugs. it's not the freedom of brands like you would have in other normal products. all right, so that's, that's one thing i would like to say the other, whether it's effective, effective or not. we have a multitude of studies that show us that there is and in the secrecy of, of this measure. it works to despite broad scientific consensus, a study published by the university of zurich in june 2014 claims to be able to prove the opposite. that there is no evidence that neutral packaging reduces consumption. but the credibility of the study is dubious. that's because the study

was funded by the world's leading tobacco company, philip morris international it paid the equivalent of over $100000.00 euros to the university of zurich. what's more, the contractor feature to confidential appendix detailing a project proposal signed by researchers from the university of zurich and philip morris pasco, the tell them use this with freedom of information act to gain access to the entire document. so they find the shift of the photo to this is not independent research. it fairly close. this is a study by philip morris is unique. i originally say the name of the university of zurich was used now for its prestige. he's a sole prestige. one of the clauses in the document stipulates that in every phase of the research,

the scientists must take into account the standpoint and interest of philip morris and conduct their work. accordingly. we asked professor michael wolf, one of the studies officers, whether his work had been influenced by philip morris. his reply of the past. if he would have published the study if the result had been different. his current reply was yes, of course. but the last clause in the agreements raises doubts about that the and we show the document to professor dominique's plume, all a leading expert and research ethics. because evaluation is unequivocal is what

goes to the clause. as you mentioned, the access control over scientific methodology, the control over the results, the sent over publications are all that fun, acceptable. let's equals that. so if you use to the cigarette companies use this strategy to pursue a key objective. to so doubt that many people who say they benefit from fostering doubts about science in our society this made, this allows them to continue with their deadly business and they smoked in science, thrive, and so on. the exchange of knowledge and on ensuring that the exchange and dissemination of knowledge is done in the public interest stuff that'd be great. and so on. that such studies cast doubt on the research process and on science itself, issues with dramatic consequences, one dimensional to feed it because it goes that magic. this tactic has been used for decades as documented by the millions of secret tobacco reports made public during various trials. in the us. the paper show cigarette makers have been funding

studies to sold out about the link between smoking and cancer since the 1950s. the, well, i'm actually like my husband had smoke his cancer, it was terrible. maybe it's a horrible way to go a plus terrible at truly awful. it, it appears that happens before your eyes. why you thrill visa? that's the case. that's something i wish i could have raised from my memory by this kind of ending. are you angry with the cigarette makers? lowery? yes. okay, cool. by. oh, cigarette campaigns are based on by freedom like the cowboys. oh,

really. like in the of the goals feel fact in reality, nick, it's on the line for the saw news station revolutionize centuries, old musical traditions. the amazon is doing the changes i specially when facing discouragement and disappointment for people who are close to the young vitamin is sometimes when he a shaking up the world of traditional power of music. oh, it's a free max in 30 minutes on the w. y half plane asked a story is almost there for

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grace adaptive and living see to europe of 3 goes down, the reset on the the, the business data was in use live from breland. protests continue in georgia out to renew presidents is named demonstrates that show the red card to the form of football out turns right wing politicians appointed as george's new president. election was quite content by the position at the root in georgia, dream policy, titans. it's grip on power. so i had a gathering of some of the world's top diplomats calls for reconciliation and stability in syria. us the it's, let me just move that out that i saw. the problem is the interim government will be