title: Response to Cox letter.
authors.affiliation: Professor, Director Cancer Control and Screening Research Group, University of Otago, Wellington.
authors.forename: Diana
authors.initials: D
authors.lastname: Sarfati
authors.affiliation: Senior Research Fellow and Public Health Physician, Department of Public Health, University of Otago, Wellington.
authors.forename: Caroline
authors.initials: C
authors.lastname: Shaw
authors.affiliation: Senior Research Fellow and Public Health Physician, Department of Public Health, University of Otago, Wellington.
authors.forename: Melissa
authors.initials: M
authors.lastname: McLeod
authors.affiliation: Professor, Director Burden of Disease Epidemiology Equity and Cost Effectiveness Programme, Department of Public Health, University of Otago, Wellington.
authors.forename: Tony
authors.initials: T
authors.lastname: Blakely
authors.affiliation: Professor, Colorectal Surgeon, Faculty of Medical and Health Sciences, University of Auckland, Auckland.
authors.forename: Ian
authors.initials: I
authors.lastname: Bissett