Quebec is a French-speaking state and that must be clear, announces Minister Jean-François Roberge, as the government prepares a regulation to strengthen the presence of the French language in commercial signage.
“Like all Quebecers, it bothers me when I see too much English or another language on displays. I tell myself: Crime, I'm not in Boston, I'm not in Atlanta, I'm not in London. I'm in Montreal, Quebec, Brossard, Trois-Rivières. I am in the only French-speaking state in North America, that has to be proven,” French Language Minister Jean-François Roberge said in an interview with TVA Nouvelles on Friday.
As provided for in Law 96, the government published on Wednesday a draft regulation intended to reaffirm the principle of “clear predominance of French” in signage.
By June 2025, all businesses must ensure their signs say “twice as much French” as any other language. For example, a store with the name “Cool Kids” would have to display a French-language description or a slogan in larger font, the minister explained. This company could therefore display “Cool Kids Clothes” if the French word is big enough.
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sleight of hand
Quebec also wants to ensure that all products found on store shelves across the province have a description in French. “There are companies that have a name in English and have registered the entire label as a trademark,” stressed Mr. Roberge, deploring these “sleights of hand” with which traders have “twisted the current regulations.”
These changes would have to be made at the expense of companies, said the office of the Minister of French Language. Violations are punishable by fines of $700 to $7,000 for individuals and $3,000 to $30,000 for legal entities.
“The goal is to be predictable. Now companies have 18 months to fully understand what is happening,” the minister said.
Simplifying the rules
The government also wants to simplify the process for companies that sometimes struggle with varying and difficult-to-understand regulations, which would partly explain why French continues to be conspicuous by its absence from many brands, particularly in the region. from Montreal.
“As we speak, you need a lawyer to understand the laws and regulations of Quebec,” explained Minister Roberge. “We had to pull out the tape measure for everything and nothing, we’re here to make it easier.”
“Necessary changes
Jean-François Roberge believes this change is “necessary” as the number of complaints to the Office québécois de la langue française regarding commercial signage has increased by 155% in the last five years. “It annoys Quebecers when they are not informed or served in French,” he said.