Quebec’s Bill 96, an Act respecting the official and common language of Québec[1], was adopted in June 2022 and redefines the language obligations of businesses operating in the province pertaining to the use of French.
It makes amendments to the Charter of the French Language with the objective of strengthening the use of French in public spaces, workplaces and in commercial communications of different types.
On June 1, 2025, new provisions of Bill 96 came into force. Here is an overview of the
main implications of Bill 96 and some communications adaptation strategies for companies and organizations to consider.
Important disclaimer: These comments and recommendations are intended to help inform a company’s communications strategies and activities but should not be considered as legal advice, for which a qualified legal opinion should be sought.
What Bill 96 changes for companies doing business in Quebec
Bill 96 substantially amends the Charter of the French Language (commonly known as Bill 101), extending the obligation for companies to use French in almost all commercial activities.
It directly applies to all businesses and organizations operating in Quebec, large or small, and no matter where they are headquartered – whether local, national or international.
The key changes are the following:
Communications: Internal communications (memos, HR policies, emails, etc.) to Quebec employees and external communications (advertising, website, newsletters, etc.) in Quebec must be offered in French.
Language at work: Job descriptions, employment contracts and documents related to terms and conditions of employment must be written in French. Any additional language requirements must be accompanied by a justification.
Francization: As of June 1, 2025, companies with between 25 and 49 employees must initiate a francization process supervised by the Office québécois de la langue française (OQLF), including an analysis of the organization’s linguistic situation and, if necessary, the implementation of a structured program to ensure compliance. (Companies with 50 or more employees already had this obligation prior to June 1, 2025.)
Public signage and labelling: French must be clearly predominant on all signs on a company’s offices or facilities that are visible from the outside. As of June 1, 2025, only registered trademarks can appear in a foreign language, provided that no French version is registered and a description in French is clearly visible and predominant. This also applies to packaging, display cases and company names containing expressions in another language.
Here is an example from the OQLF showing what is permitted and what is not for signage for a business with an English name, using a butcher store to illustrate (other examples can be found on the OQLF website, in French only):
Customer service: All customers in Quebec (individuals or businesses) must be served in French. This rule also applies to online platforms and digital services, even for businesses located outside Quebec.
Which sectors or industries are most affected by the changes?
Though the new rules apply to all companies, certain sectors will be more directly affected by the new linguistic requirements.
Companies employing non-French-speaking staff will have to adapt their recruitment, training and HR management to promote the use of French at all times. Small and medium-sized businesses that deal directly with the general public, as well as all retailers, will need to ensure that their signage, communications and digital platforms comply with the legislation.
Businesses with a strong online presence also must comply. All content intended for the general public in Quebec – transactional sites, newsletters, social networks etc. – must adhere to the new standards. This also applies to companies outside Quebec that sell to Quebec customers.
Communications, marketing and public relations implications
Bill 96 offers companies and professionals in communications, marketing and public relations the opportunity to rethink their practices. This new linguistic reality means they should adopt a proactive position towards linguistic and cultural sensitivity, and a clear commitment to francophone clients.
For communications agencies, marketing departments or public relations teams, this
is the time to review all communications tools, language validation processes, as well as digital and event practices – in short, all communications being issued in Quebec.
Effective adaptation strategies
Organizations should take the time to evaluate their communications at all levels and, where necessary, consider the following strategies:
Content revision: All communications materials must be written in French in a clear style. This includes newsletters, social network posts, advertisements, slogans, brochures, press releases, visual content and event documents.
Spokesperson training: A spokesperson who gives interviews in Quebec must express himself or herself in French during public-facing activities. To achieve this, language and/or media training will have to be provided when needed and key messages adjusted to the Quebec context (although without contradictions between English and French messaging).
Brand consistency: Adapting signs and messaging in Quebec to this new law does not mean changing an organization’s or a brand’s identity. It's about finding the right balance between language requirements and consistency in tone, image and brand/organization values.
Prevention of missteps: By offering adapted and well-translated content, companies minimize the risk of errors and misunderstandings among their Quebec customers – not to mention potential breeches of the new law.
Best practices for content channels
Here are some best practices for organizations to be compliant with the new law in different content channels:
Advertising: French must be predominant in all advertising, except in a publication or on an outlet that is in another language. Any other language can only appear as an accompaniment, and it must respect a visual hierarchy favourable to French, similar to that for store signs (as discussed above).
Social networks: Publications and visuals on social networks intended for Quebec must be written in French, with a quality equivalent to the versions in other languages.
Email marketing andnewsletters: For the sake of accessibility, French must be systematically used in all digital communications in Quebec and/or for Quebec customers.
Websites and online stores: Any online platform aimed at the Quebec public must offer a full version in French (descriptions, policies, communications, navigation menus, etc.).
News releases: News releases must be issued in French. While versions other languages are acceptable, the default version to be sent for media relations should be French since it is the main language of most Quebec media. English-only releases can be sent to English-language Quebec media provided a French version is also available.
Events and shows: All documentation (brochures, signage, forms, presentations) for public events and shows must be provided in French and designed to give it a clear visual priority if other languages are also presented.
Crisis communications: In Quebec and/or to Quebec audiences, urgent messages must be communicated first and foremost in French, quickly and with the same rigour as any other language.
Adaptation strategies for businesses
For businesses, Bill 96 represents a strategic opportunity to strengthen their presence in French while ensuring the consistency and quality of their communications. A few key practices can help you adapt effectively:
Conduct a language audit: Reviewing all internal and external communications helps identify gaps that need to be corrected and to establish a targeted action plan.
Update your tools: From HR documentation to contracts, email templates, websites or newsletters – every means of contacting with all audiences must reflect the new linguistic requirements.
Train teams: All stakeholders must understand the concrete implications of Bill 96 in order to be able to act accurately and effectively to ensure compliance.
Collaborate with specialists: Consulting with communication agencies, certified translators, francization experts and legal consultants ensures the design of accurate and compliant content.
Prioritize human expertise over automation: Professional translators ensure the quality, nuance and accuracy that no automated tool can provide.
Take advantage of the OQLF's support: Resources, guides and support are offered by the OQLF to facilitate the transition[2].
A springboard to a stronger brand
Bill 96 is an opportunity for a company or organization to deepen its relationship with the French-speaking public, to affirm its place in the Quebec market, and help ensure its long-term success.
Collaborating with professionals who are masters of the language, legal obligations and good communication practices required is now a strategic lever for firmly anchoring your brand in Quebec’s Francophone landscape.
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