The defense of the French language has been a serious matter in the Canadian province of Quebec for decades. Different measures have been implemented to try to protect this linguistic singularity; also as a counterweight to the bilingualism traditionally promoted from Ottawa. 84.1% of Canada’s French speakers currently live in Quebec. The provincial government of François Legault is making a series of modifications to tighten the criteria related to this language in the commercial sphere. These changes will come into force in June 2025. However, various associations ask the Executive to review its position on the matter.
The Federation of Quebec Chambers of Commerce, the Canadian Council of Retail Trade and the Canadian Federation of Independent Business, among other organizations, asked for less strict criteria in an open letter published on April 20. They also requested that the new framework come into force at a later date than established, since some details related to the application rules have not yet been made public.
Among the new provisions, it stands out that French must occupy at least two thirds of the facades and shop windows. Likewise, if a text is written in French and in another language on the same medium, the French characters will have to be at least twice as large. The regulations still in force indicate that they can be written in French and in another language, provided that the French words “clearly predominate.”
In addition to the resulting expenses, trade associations lament the bureaucratic via crucis, especially for small and medium-sized businesses. The regulations make exceptions regarding previously registered trademarks, as long as there is no official version in French. The Government affirms that the majority of businesses already comply with the criteria that will be imposed in 2025. It also estimates that the cost to adapt to the new criteria will range between seven and 15 million Canadian dollars (4.7 and 10.2 million euros, respectively). However, industry leaders question these figures.
Another modification has to do with appliances. The letters and instructions engraved on such devices must appear in French. Trade associations fear that some manufacturers will stop shipping their appliances to Quebec; also that consumers resort more to their purchase on-line on platforms outside the province. “These sites are not obliged to respect the rules,” they emphasize. Concerns have even crossed the border: at the end of January, representatives of the Biden Administration expressed concerns to their Canadian counterparts about the potential impacts of the new Quebec framework on American companies.
A political pillar
Jean-François Roberge, Minister of the French Language, has indicated that these changes, contemplated from 2022, aim to “strengthen the French-speaking linguistic profile of Quebec and increase the place that French occupies in businesses.” The new provisions on a commercial scale are part of a series of measures carried out by the Legault Government to increase the protection of French in different spheres, such as education and public services. Roberge has shown that the merchants’ requests will not alter his plans. French represents one of the pillars of Legault’s government program; a politician who defines himself as a fervent nationalist, but who rules out embarking on independence adventures.
Although it is outside the scope of reform in the commercial field, the language used in establishments is an issue that has been worrying different sectors for some time. According to a study by the Québec Office of the French Language, the rate of Montreal businesses that welcome guests only in French rose from 84% in 2010 to 71% in 2023.
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