Michel Rochette

By Joel Goldenberg
The Suburban

The Quebec government has announced that new sign law provisions of Bill 96 will take effect next June 1, and it focuses on the size and prominence of French on outdoor commercial signs, including in relation to store names trademarked only in English.

On the other hand, the aspect of Bill 96 requiring more French content on engraved markings on appliances has been delayed.

“In Quebec, when Quebecers and tourists stroll through the streets, it must be clear, Quebec is a French-speaking nation,” French language minister Jean-Francois Roberge said last week.

The legislation says French on signs must have a greater impact “in the visual field” than English, and take up two-thirds of the space on the sign.

More specifically, the law says, “where texts both in French and in another language appear on the same sign or poster, the text in French is deemed to have a much greater visual impact if the following conditions are met —the space allotted to the text in French is at least twice as large as the space allotted to the text in the other language; the characters used in the text in French are at least twice as large as those used in the text in the other language; and “the other characteristics of the sign or poster do not have the effect of reducing the visual impact of the text in French.”

The new regulations also tighten up the pre-Bill 96 requirement that a French descriptor accompany a trademark that is only registered in English, such as Best Buy, Winners and Subway, amongst many others. The Quebec government has complained that not all businesses with English trademarked names are respecting the existing regulations. Bill 96 is now requiring that the French aspects of these signs have a greater visual impact, rather than just a “sufficient presence” under the current rules.

Currently, many descriptors, such as “Électroniques” for Best Buy” and “Mode” for Winners, are less prominent than the English-language business name. For instance, the Best Buy descriptor is smaller in font size and is white, while the Best Buy logo is more prominent — not only larger in size but in more visible colours, yellow and black. The “Mode” descriptor is much smaller than the trademark name “Winners” and is below the store name.

Now, the French presence on such signs has to be twice that of the English. A graphic provided by the Quebec government provides two ways the law applies — one is that the descriptor of the store, such as “clothing”, is twice as large as the store name; and the other is that there is more French content, not only a general descriptor, but further descriptions of what the store sells, such as “shoes” and “fashion for everyone.” These do not have to be larger than the English-trademarked name.

Michel Rochette of the Retail Council of Canada has contended that the sign changes will cost businesses between $20 million and $25 million to comply with the law 11 months from now, as opposed to the Quebec government’s estimate of $7 million to $15 million.The Retail Council had called for the law to take effect three years after its publication, as originally promised, and the organization is also calling for financial aid for its members. n