Quebec regulations on commercial signage | “We are French-speaking and we have to show that”

Quebec submits its regulation combating the erosion of French in terms of commercial signage, which will impose new requirements from June 2025. Certain sectors will still be exempt, but surveillance will be increased in the meantime in Montreal, where many denounce the government’s carelessness.

Everything will be confirmed this Wednesday by the Minister of the French Language, Jean-François Roberge, in the Official Gazette of Quebec. The legislative text had been the subject of discussions since last January, but had not yet been tabled in its final form.

“Yes, we accept businesses from everywhere, yes, we are open to the global economy, but at some point, we have to show ourselves clearly and without complexes. We are French-speaking and it has to show. […] We’re not in New York, we’re not in Los Angeles,” Mr. Roberge said in an interview.

He recalls that his regulations will above all simplify application on the ground. “Until now, we divided the storefront into three sections: the name of the business, the description and the window. And for each category, we had a series of fairly complex rules. There, it will be clear: over the entire surface, there will need to be a clear predominance, therefore at least twice as much French,” said the minister.

As expected, any business that only displays in English will have to add larger French expressions for balance, which will include big brands and multinationals. As for labeling, the law will require the minimum presence of a description in French on all products.

“The name can of course be in another language, just like that of the company, but we must know what we are buying in French,” continues Mr. Roberge, who recalls that sanctions ranging from $700 to $30,000 $ will be provided depending on the nature of the offense.

Another exception

For the moment, the regulation will not include certain branches of the manufacturing sector for reasons of technical feasibility, concedes Jean-François Roberge.

“There are issues with supply chains and some supplier concerns. We can think of household appliances, for example. We will take the time to analyze all of this to make adjustments. [Au bout du compte]we want our regulations to be applicable,” he notes.

And will there be more surveillance? “The answer is yes,” assures Mr. Roberge, who promises that staff numbers will continue to increase at the Office québécois de la langue française (OQLF).

“We will be equipped to provide support to businesses, receive complaints from citizens and carry out checks, or investigate legal procedures.”

“There are already more numbers this year, and there will be even more next year,” he insists.

Distrust and skepticism

Among the population, this new step towards the protection of French raises very little hope for the moment. “The will of the government is not at all applied in practice. The truth is that they are afraid of being the language police somewhere. We wonder if that will really one day change,” says Daniel Viger, met on Avenue du Mont-Royal in the afternoon.

“It would be possible to make a difference if, from a political point of view, someone at the top decided to really enforce the law. But in everyday life, we see it, there are no inspectors, so that doesn’t change,” continues Mr. Viger, who has lived in the neighborhood since he was young.

Mathieu Gagnon, manager of Kiosque Mont-Royal, a well-known florist located near the metro, agrees.

“It is nevertheless desirable to force merchants to have a little French in their name, even if it means changing it,” persists this merchant, who especially finds it “disturbing” not to be able to be served in French in the city center. city, beyond the language of the display.

From a personal point of view, he adds, “I know people who are trying to learn French and who are looking for a job.” “It’s difficult to block the job market for these people. They have to learn it at some point. We must not forget that either,” says Mr. Gagnon.

“You want to maintain your culture, and we understand that,” says Barrie, a tourist from Toronto visiting Montreal for a few days. “It’s a French city, but the reality is that in today’s world, it’s increasingly difficult to maintain a standard with hyperconnection and social networks, especially among young people “, he believes.

“In year 1 of several initiatives”

Stung by these comments, the minister believes for his part that Quebec “is currently still experiencing the effects of past policies, but that we will see in the years and decades to come the effects of the policies that we implement right here right now “.

“We are in year 1 of several initiatives, for example in CEGEPs, so we have to give time. This year, we saw a reduction in proportion and absolute number of students attending English-speaking CEGEPs. Next year, it will be even more powerful when compulsory French courses arrive and the obligation to pass a French exam in these establishments,” concludes the elected official.