THE Quebec ridiculing must stop, according to the president of a Toronto marketing firm, shocked by a CBC report which suggests that the regulations on French signage are absurd. “It’s not fair Quebec ridiculingit’s downright Quebec bashing!”, protests the French Imperative movement.
• Read also: Display in French: “the CBC report is excessive”
“When life gives you lemons, make lemonade.” This is the message that Éric Blais, president of Headspace Marketing in Toronto, tries to convey every day to “decision-makers in English Canada who do business in Quebec.”
In fact, many of them are worried, because all companies will have to ensure that there is twice as much French as any other language on their signs, by June 2025, under a proposed regulation presented at the beginning of the year.
“It’s certain that it’s restrictive, like any new regulation,” admits the marketer. “But it is also an opportunity to branding.”
Éric Blais is president of the Toronto marketing firm Headspace.
“Courtesy”
Quebec bashing
However, notes Mr. Blais, it is a little more difficult to get this message across these days, due to an atmosphere of Quebec ridiculing which “maintains confusion and uncertainty” about the requirements that traders will soon have to comply with.
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The marketing specialist cites as an example a CBC report which presents, among other things, what certain businesses (Canadian Tire, Subway, Costco, Dollarama) would look like if they strictly applied the models presented as examples in the infographics. produced by the government.
To a little jazz tune, we then see huge French words appear (store, restaurant, warehouse) above the sign of certain companies, all with a sound effect which gives the whole thing a rather funny appearance.
“There is a little tone that insinuates that it is ridiculous, and that really doesn’t help,” breathes Éric Blais, while specifying that he “does not defend the law nor the government”, which according to him should provide clearer guidelines to businesses.
This was precisely the point of the report, defended the CBC in a written statement. “The purpose of our story was to show the apparent confusion around the law and the lack of clarity regarding this issue,” said a spokesperson in an email, in English.
The president of the French Imperative movement, Jean-Paul Perreault, sees this report differently. “It’s Francophobia, it’s extremism […] ! “, he was indignant in an interview.
Myopia
Without going that far, Mr. Blais emphasizes that the erroneous idea that the word “store” will have to be written everywhere is gaining ground among business people. “Everyone is hanging on to that […]. But this interpretation is a little myopic,” argues the president of the Toronto firm, recalling that it is the overall presence of French on permanent and visible displays which should predominate.
“In reality, it is an opportunity for retailers to strengthen the value of their brand and distinguish themselves from the competition, for example by adding a slogan,” he explains.
“We spend fortunes on advertising to show what we have to offer, and yet we already have walls that could very well be used to do so!”
“It could require adjustments to municipal or shopping center regulations, but it remains a more realistic path to comply with the legislation.”
“At the end of the day, there will be entrepreneurs who will see the business opportunity and who will willingly comply. Others will do it by stepping back, and then others will not do it and will be fined,” concludes the marketer prosaically.
Display in French: “Opponents spread falsehoods,” says Quebec
It is not the government’s fault if there is confusion about the rules on signage in French, defends the office of Minister Jean-François Roberge, who believes that some of his adversaries are showing poor faith.
“Yes,” replied a spokesperson for the office of the Minister of the French Language when asked whether in his opinion there is misinformation circulating about the draft regulation on commercial signage in French.
Archive photo
“This is unfortunately often the case when it comes to Quebec defending its specificity and its French face,” he added.
But doesn’t the government have its share of responsibility in the confusion around the rules it wants to put in place? “We can always do better,” agreed Mr. Roberge’s cabinet, before heaping opprobrium on his adversaries.
“However, this will take good faith and unfortunately, some opponents seem to prefer to spread falsehoods and cultivate fear rather than participate concretely in the debate,” it was indicated, without however giving a specific example.
The government is clear
Even if a marketing expert who supports English Canadian companies in their operations in Quebec maintains that the government’s infographics are not entirely sufficient to understand the nuances of the proposed regulation, Quebec says it has “produced clear examples in order to to inform Quebecers of future requirements.
“The Office québécois de la langue française has also met with dozens of businesses since the publication of the draft regulation in order to explain to them the government’s intentions,” added Mr. Roberge’s office.
Quebec finally recalls that the final regulation “has not yet been enacted”, and that the comments which have been received are currently being evaluated.
Scenario
We therefore asked the government to comment on a situation often discussed in the public space. Will Canadian Tire actually have to write the word “store” in large letters on all of its branches?
“It is the OQLF which will carry out the analysis of compliance with the Charter and our rules for specific cases,” the firm first indicated.
However, the presence of descriptions and generic French terms such as “automotive center” or “gardening center” could ensure that Canadian Tire will not have to modify their display, it was then specified.
“Courtesy”
“I cannot speak for all of the retailer’s banners, but from the examples I have seen, they seem consistent with the government’s intention.”