Quebec is a French-speaking state, and it must be apparent, proclaims Minister Jean-François Roberge as the government prepares a regulation to strengthen the presence of French in commercial signage.
“Like all Quebecers, when I see too much English or another language in displays, yes, it bothers me. I say to myself: crime, I’m not in Boston, I’m not in Atlanta, I’m not in London. I am in Montreal, Quebec, Brossard, Trois-Rivières. I am in the only French-speaking state in North America, it has to show,” said the Minister of the French Language, Jean-François Roberge, in an interview with TVA Nouvelles on Friday.
As was provided for in Law 96, the government published on Wednesday a draft regulation aimed at reaffirming the principle of the “clear predominance of French” in signage.
By June 2025, all businesses will have to ensure there is “twice as much French” as any other language on their signs. Thus, a store called “Cool Kids” would, for example, have to add a French-speaking description or slogan in larger lettering, explained the minister. This business could therefore display “Cool kids clothing”, as long as the French word is large enough.
- Listen to the segment Learn everything in 24 minutes with Alexandre Moranville and Mario Dumont via QUB:
Sleight of hand
Quebec also wants to ensure that all products found on store shelves throughout the province will have a description in French. “There are companies which have a name in English and which have registered the entire labeling as a trademark,” underlined Mr. Roberge, deploring this “sleight of hand” by which traders have “twisted the regulations” in force.
These changes will have to be made at the expense of companies, indicated the office of the Minister of the French Language. Violators face 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 will have 18 months to fully understand what is happening,” said the minister.
Simplification of the rules
The government also wants to simplify the process for businesses, which sometimes have to deal with disparate and difficult to understand regulations, which would partly explain why French continues to be conspicuous by its absence on many brands, particularly in the region. from Montreal.
“As we speak, it takes a lawyer to understand the laws and regulations of Quebec,” illustrated Minister Roberge. “We had to take out the measuring tape for everything and for nothing, we’re here to simplify that.”
“Necessary” changes
Jean-François Roberge is of the opinion that this turn of the screw is “necessary” in the context where the number of complaints to the Office québécois de la langue française concerning commercial signage has jumped by 155% in the last five years. “It irritates Quebecers not to be informed or served in French,” he said.