My hon. Friend is absolutely right. When people are in hospital, there will now be much more aggressive provision of counselling and support to stop them smoking. It is also about targeting support, rather than treating everyone the same and giving them the same messages. It is absolutely right to include micro-targeting and to use social media to communicate with people. There are luddites who say that we should not use these modern approaches, but we on the Government Benches believe in the future.