would have passed smoke-free laws and the majority of cities had passed them and we'd be taking these kidse of steps against advertising and rebranding our cigarette packs, i would have said that's probably not going to happen any time soon but i think people are becoming very aware of the unique power of nicotine, the addictive quality and also the fact that, as you say, $200 billion a year in health costs that we clearly could spend better elsewhere and the loss of 443,000 lives a year, that's a huge toll to take on a country. >> thank you. madam secretary, dr. hamburg, i want to segue over to the proposed warnings and retooling of the recipes in cereals and desserts that have come out, that have been written primarily by dr. hamburg's office as well as federal trade commission and center for disease control. many in the food industry say this is a case of change the recipe or else. and do you see it that way? will these eventually be enforced? these are the restrictions, of course, on cereal and other things. >> i'll let peggy also comment on this, because dr. hamburg's office has a part