Some franchise brands have been reluctant to make their plans public as they grapple with the impending implementation of the Affordable Care Act. IFA Vice President for Public Affairs Matt Haller said smart brands are laying low while trade associations have been vocal about the law's effect on franchises and small businesses and lobbying for changes to the law. "We've been a little more pragmatic since the election. It's the reality. It's the law of the land," Haller said.