An advertisement and the creation of a “scholarship of $10,000 offered by the Chambre des Notaires du Québec” for the coup de cœur candidate from the double crew of Andalusia startled notaries and forced their professional code to explain itself.
Published at 1:31 am. Updated at 7:00 a.m.
“From now until November 26th, 7:30 p.m., you can vote for your favorite candidate for free. The person who received the most votes will win a $10,000 scholarship offered by the Chambre des notaires du Québec,” reads the advertisement broadcast by channel Noovo.
“How far can a professional association whose mission is to protect the public go to promote the achievements of its members? » asks Alain Roy, notary emeritus and law professor at the University of Montreal.
“I have great difficulty understanding that a professional legal system could combine with a program based on meaninglessness and stereotypes,” continues Me Alain Roy. What’s more, a show that was accused last year of trivializing bullying, psychological abuse, verbal abuse and manipulation. »
I would like to believe that the ratings are high and that the Chambre des Notaires wants to reach the target group of young listeners, but the end does not justify the means.
Alain Roy, notary emeritus
Under this comment, which he posted on Facebook, Mr. Roy received reactions from people who said they found it absurd that such a competition would use, among other things, the professional contributions of notaries.
“No donation from the chamber”
Johanne Dufour, communications director of the Chambre des Notaires, responded to La Presse that “the advertising placement in the Occupation Double program actually attracted attention.”
The Chamber of Notaries explained this to its members on Tuesday in a document entitled “Minute Express Media Placement Double Occupation”.
“We understand that the recent collaboration is questionable and we would like to provide you with more context on this decision. »
By collaborating with the “Public Favorites” department, the Chamber has the opportunity to get closer to a part of the population made up of young adults by highlighting the role of the notary in the creation of a partnership.
The Chamber of Notaries in a document addressed to its members
According to the Chamber of Notaries, this “media placement” helps make viewers aware of the importance of legal protection. In addition to the advertisements, a notary will explain “how important it is to have legal protection at the beginning of your working life” in the double career program on December 3rd.
Contrary to what it says in the advertising, the Chamber of Notaries points out both to its members and to La Presse that the presentation of the public favorite “is linked to the vote of the viewers and is linked to the award of a scholarship, which is not a donation .” the chamber or the notarial study fund, but is offered by the production of the show.
The Chamber of Notaries included in its letter to its members a section “OD in some numbers (that we like or don’t like),” in which it emphasizes that Occupation Double is the most viewed program among adults on Noovo.ca Ages 18 to 49, 25 to 54 and 18 to 34 years. The Order also notes that this reality show is “the #1 show in Google searches.”
But according to numbers confirmed by Numeris for the first three weeks of fall, Double Occupation, which was losing momentum, would have lost a quarter of its audience.
The profession of notary is essential to our society and needs to be promoted among young adults who are unaware of their role.
Productions J, in an email
The task of the Chamber of Notaries is to protect the public, including all sections of the population.
“Not the right target group”
Notary Noémie Loup Lafrenière is still of the opinion that the notary chamber “does not appeal to the right audience”.
Furthermore, she adds that there were “multiple sponsors” due to attempts at intimidation against participants [de l’émission] withdrawn.” “And we are taking part in it? », wonders Noémie Loup Lafrenière.
In 2022, three Double Occupation contestants were kicked out for bullying and the show was dropped by sponsors. Producer Julie Snyder had to apologize and then put policies in place to prevent something like this from happening again.
Last year, the Chamber of Notaries was also in the spotlight. La Presse revealed that the company had a nest egg of $139 million, including interest on amounts entrusted in trust to notaries when purchasing a house or condominium.