On May 25, 2004, activists and public personalities came together to create the EmJEU coalition (Ethics for moderation in gambling). While not prohibitionist or anti-gambling per se, coalition members demanded secure and ethical administration at Loto-Québec and for the entire games of chance industry. They were in part responsible for a public debate on the place games of chance should have in Quebec society and all related issues. In short, EmJEU members demanded the same kind of legislation and regulations for gambling that governed the tobacco industry.