French dominance: New signage, product packaging rules in effect as of June 1 in Quebec

Quebec will be requiring businesses to change English-only packaging, putting French predominance on product labels and commercial signage as of June 1.

The added language laws may throw a wrench in the Ontario-based music retail chain Long & McQuade where, according to Quebec district manager Sébastien Caza, has over 80 per cent of their products’ packaging in English.

“It’s just impossible to [francize] these products for us,” said Caza, explaining that the English packaging is to accommodate worldwide sales. “It’s like that in the musical industries, and we are such a small part of this business.”

The OQLF, Quebec’s language watchdog, says “the generic or descriptive elements of a trademark (such as ingredients, colour, scent, or other characteristics of the product) must also appear in French” by June 1.

Caza explained a letter has been sent to partners, distributors, and manufacturers about the required change. Some willing to cooperate to francize their products, while others, finding the Quebec market too small.

“It’s just impossible to do it,” Caza reiterated. It would require Long & McQuade to add labels over their packaging, which he says is unfeasible.

Caza suggested QR codes as solution to this problem that will allow customers to scan with their phone a link redirecting them to their website.

“The Long & McQuade website is completely in French,” Caza noted. However, he said the government denied them their solution. Caza is hopeful that they will change their mind eventually.

The rules allow businesses like the music store to sell their current English-packaged merchandise until 2027, as long as it was manufactured before June of this year.

“If the OQLF receives a complaint, they will contact me, and I will take to remove this product from the shelf,” Caza said.

The new rules will also largely affect commercial signage, where French signs must take up two-third of the store front’s signage.

Norma Kozhaya, vice-president of research and chief economist at the Conseil du patronat du Québec, said Quebec businesses aren’t opposed to prioritizing the French language.

“But what is important is that requirements are realistic and can be applied relatively easily by businesses,” said Kozhaya. “Of course, businesses would have to incur some costs to comply. I hope they are prepared.”

Caza said they are working closely with the OQLF on the transition.

The Office québécois de la langue française (OQLF) told CityNews Montreal in a statement that “the Office supports companies in the changes they have to make” in finding “a solution adapted to their situation and offers personalized assistance to allow companies to validate their correction project, if necessary.”

Their statement also added that with a breach of the rules, the OQLF accompanies organizations “in the changes it has to make and supports it in order to find a solution adapted to its situation while respecting the rights of consumers to have access to information in French.”