well, we're talking now to hazel cheeseman.s a step in the right direction, but isn't quite enough. >> joining us, simon >> and also joining us, simon clarke, director of the smokers rights who well, rights group forest, who well, you imagine what thinks. you can imagine what he thinks. let's you , simon. let's start with you, simon. i know the many times we've talked over over the years, you've always said, well, if people want to give up, they should be able to give up. is positive messaging not not a way forward here. something could pursued ? >> well, 7_ >> well, i'm 7 >> well, i'm certainly not against the idea of inserts in packs on principle. i think it depends a little bit on what information is on those inserts for example, if it gives information about reduced risk products , which are alternatives products, which are alternatives to smoking . so we're talking to smoking. so we're talking about e—cigarettes, heated tobacco, nicotine pouches , i tobacco, nicotine pouches, i think that would be quite a positive thing be