A group representing thousands of foreign businesses says that Quebec's French-language reform could make popular consumer products disappear from stores in the province, and those that remain could become more expensive.
Etienne Sanz de Acedo, the CEO of the International Trademark Association, stated in a recent interview that the costs and inconveniences related to the implementation of the proposed regulations could drive certain manufacturers out of the Quebec market.
Sanz de Acedo, whose group represents 6,500 companies across 181 jurisdictions, commented, “Companies will have to ask themselves if it is truly relevant to be in the Quebec market.”
He added that some firms might decide to withdraw their products from the province, leaving consumers with fewer options.
He also mentioned that if there are fewer products available, consumers will suffer because “that means certain companies will have more opportunity to raise their prices, because if there is less choice, the prices are higher.”
The draft regulations are a result of Quebec’s language reform, known as Bill 96, adopted in May 2022, which strengthens French-language requirements across many sectors of Quebec’s economy.
Sanz de Acedo expressed his association's “concern” about various aspects of the proposed rules, such as the requirement to translate words engraved on products into French.
In its communication to the government, the association uses the example of the interior drawer of a washing machine, where the various compartments are engraved in English for detergents and softeners.
According to Sanz de Acedo, translating these markings is more complex than translating a user manual.
“Manufacturers would have to alter their manufacturing moulds,” he said. “If a manufacturer has to change its manufacturing method exclusively for the Quebec market, that would entail considerable costs for a company.”
Sanz de Acedo also mentioned that the companies he represents are worried about the obligation to translate descriptions on product packaging that are part of a registered trademark, and about the costs and deadlines associated with applying rules on commercial signage.
Businesses with storefronts in Quebec have until June 1, 2025, to ensure French occupies a space on signage that is “twice as large” as another language, according to a draft regulation published on Jan. 10.
Sanz de Acedo emphasized his support for protecting the French language, stating, “I’m French. I will always defend the interests of the French language.”
However, he suggested that the proposed rules could violate Canadian intellectual property law and World Trade Organization agreements signed by Canada, specifically the Agreement on Technical Barriers to Trade and the Trade-Related Aspects of Intellectual Property Rights.
He also mentioned that the language reform “raises serious questions” about the Canada-United States-Mexico Agreement.
Sanz de Acedo’s association is not alone in its reservations. In January, the Biden administration expressed concerns about “the potential consequences on American businesses” of the draft regulation as part of a meeting between senior officials from the United States and Canada.
Jean-François Roberge, the minister in charge of the French language, recently informed journalists that the government is carefully considering all the feedback on its proposed rules to ensure the regulations are properly enforced.
He expressed the hope that all the current services would continue to be available.
However, Roberge emphasized that Quebecers have the right to receive service in French, to have consumer products labeled in French for understanding, and to be informed about the contents of products.
He stated firmly that these rights are not up for negotiation.
