New language rules for Quebec stores on the way

New language regulations for company storefronts are coming soon, likely within a matter of days, according to the Quebeclanguage minister's press secretary.

A report from La Presse newspaper says the Couillard government is abandoning plans to force businesses like Walmart and Old Navy to add French descriptions to their English signs.

While the minister's office wouldn't confirm or deny that information, Karl Filionsaid LucFortin,the minister responsible for the protection and promotion of the French Language,will unveil a new approach "very soon."

Opposition pushing for change

The province's three opposition parties are together urging thegovernment to stick to its guns so that signs featuring English company trademarks would have to include either a French slogan, like "c'est bon!" (it's good) or description, like "magasin" (store).

"I hope he is not backtracking again," said FranoisLegault,leader of the Coalition Avenir Qubec(CAQ).Provincial politicians says the change is sorely needed so that Quebec can preserve its French face to the world.

"If you don't re-open Bill 101, it's impossible to [get] big business to say a word in French, to write a word in French on their walls," said Franoise David,QubecSolidaire's legislative spokesperson.

"So, if it's the only way to do that, we have to do that."

But, the La Presse report says provincial legislators have realized they do not have the power to do it.

The Canadian constitution gives the federal government jurisdiction over trademark laws, which was part of Judge Michel Yergeau's ruling when Quebec Superior court initially found against the description rule in 2014.

"The Court must take into consideration the fact that the trademarks fall within the jurisdiction of Parliament and are governedby specific rules, including international conventions, so that trademark integrity is jealously protected by owners and users to ensure trademarks can be used across borders," decision noted.

It was later upheld by the Quebec Court of Appeal.

The language minister's press secretary said the court rulings "limited our options a bit," butFilionsays he is very confident the minister's upcoming announcement will fall within the confines of the law.