Previously, CanadaFashionLaw covered retailers’ challenge to the Office Quebecois de la Langue Francaise (basically, the French language police).
The Quebec Superior Court issued their decision last week which put the reins on the French language police.
Public signage and marketing in Quebec is regulated by the Quebec Charter of French Language. The French Charter requires that signage/commercial advertisements be predominantly in French. However, there are exceptions when trade-marks are involved. Generally, where the trade-mark is registered in English, the brand owner is not required to display the French equivalent. In a recent decision that was issued last week, the Superior Court of Quebec held that a non-French trade-mark does not need to be accompanied with a French descriptor. However, if the French equivalent is also a registered trade-mark, the brand owner is required to use the French version.
Ultimately, it is a business decision on whether your company wishes to register the French version. If there are strong ties to the Quebec culture, using the French equivalent will certainly assist in fostering better relations with the Quebecois. If, however, Quebec is a secondary market, it may streamline your company’s marketing materials by not registering in French as well.