Understanding Bill 96: A Turning Point for Language Rights in Québec
When Québec adopted Bill 96 in June 2022, it sent a clear signal to businesses: the French language is not just a cultural symbol, it is the foundation of civic and economic life in the province. This ambitious amendment to the Charter of the French Language (better known as Bill 101) tightened rules on language use in commerce, employment, government, and the digital world.
Québec’s leaders argued that without stronger protections, globalization, immigration, and the dominance of English on digital platforms could erode the everyday presence of French. Bill 96 is therefore not just legislation; it is a cultural and political project designed to preserve Québec’s francophone identity for generations to come.
The law’s final provisions went into effect on June 1, 2025, meaning that companies can no longer delay compliance without facing significant penalties.
Who Must Comply with Bill 96?
The reach of Bill 96 extends well beyond companies headquartered in Québec. Any business that serves customers in the province, employs Québec-based workers, or operates digital platforms accessible in Québec is subject to its rules. A foreign company selling directly into the Québec market, whether through e-commerce or digital services, is expected to meet the same obligations as a Montréal retailer.
In other words, if a company interacts with Québec’s market in any meaningful way, it falls under the law. This has significant implications for international firms that may not have a physical presence in Canada but still attract Québec consumers online.
The Main Requirements for Businesses
The central principle of Bill 96 is not just the presence of French, but its primacy. Businesses must ensure that French versions of documents, signage, packaging, and digital content are at least equal to, and often more prominent than, other languages.
In practice, this means that contracts, warranties, invoices, and receipts must be available in French first. Customers cannot simply be handed an English version; they must be presented with a French document before any alternative is offered. In the workplace, employers must ensure that job postings, employment contracts, training materials, and internal policies are all available in French, giving employees full access to their rights in their own language.
The law also reshapes how companies present themselves in public. Packaging and labeling must give French clear visual dominance, often requiring changes to long-standing branding strategies. Companies can keep registered trademarks in English, but a French descriptor must accompany them. On digital platforms, businesses must provide fully equivalent French content. Raw machine translations (auto-generated text without human validation) are insufficient because they often lack legal accuracy, cultural nuance, and the quality expected under Québec standards.
Francization Committees: A New Layer of Responsibility
One of the most significant changes in Bill 96 is the expanded requirement for Francization Committees. Previously, only larger companies faced this obligation, but the threshold has now been lowered. Any company with 25 or more employees in Québec must register with the Office québécois de la langue française (OQLF) and create a committee responsible for monitoring and promoting the use of French.
These committees are tasked with auditing the company’s internal practices, proposing improvements, and submitting a francization plan to the OQLF. Their role is not symbolic. They are expected to ensure that French becomes the standard working language within the company, from management meetings to everyday communication. For foreign multinationals, this obligation applies specifically to their Québec operations. A global tech company with thousands of employees worldwide but a smaller Montréal office of thirty staff must still establish a committee for that local branch.
Penalties and Real-World Enforcement
Bill 96 is backed by tough enforcement measures. Fines range from CAD $3,000 to $30,000 for first offenses, with escalating penalties for repeat or prolonged violations. In more serious cases, the OQLF can revoke a company’s francization certificate or seek injunctions through the courts.
The history of enforcement in Québec shows that these measures are more than theoretical. Large retailers such as Best Buy, Walmart, and Costco have all been taken to court over English trademarks on their signage. Canadian Tire and Second Cup Coffee Company have had to modify their branding to meet descriptive requirements in French. Even Air Canada, despite its national profile, has faced repeated fines for failing to deliver services in French.
Smaller businesses are not immune. A Montréal pub was once ordered to alter its English-language signage, sparking public debate. The music retailer Long & McQuade was compelled to add French descriptors to its packaging.
Data from the OQLF shows a growing trend: in 2022–23, nearly 6,900 complaints were filed, with half relating to packaging, a quarter to signage, and more than one in ten to websites.
Debates and Diverging Opinions on Bill 96
While Bill 96 has reshaped Québec’s business environment, it has also sparked considerable debate. Supporters argue that the law is essential to preserving the province’s francophone identity and ensuring that French remains the dominant language in commerce and daily life. They view it as a necessary cultural safeguard, one that reinforces inclusion for French-speaking consumers and workers (La Presse).
Critics, however, raise concerns about the economic cost of compliance. Updating contracts, websites, packaging, and signage requires substantial investment, particularly for multinationals with extensive product lines or complex digital infrastructures. Some analysts question whether the return justifies the cost, warning that overregulation could discourage companies from expanding in Québec.
In fact, the law’s rollout has already had ripple effects. Larger businesses were required to comply starting in 2022, and according to reporting from The Logic, some major retailers have quietly stopped shipping to the province altogether, citing the compliance burden as a factor. For smaller businesses with limited resources, the challenge may be even more daunting.
Beyond Compliance: Why Bill 96 Can Be a Business Advantage
These debates reflect real challenges, but they also risk overshadowing the potential upside of Bill 96. While compliance undoubtedly carries costs, companies that approach the law strategically are increasingly discovering that it can be more of an advantage than a disadvantage.
By aligning with the law, businesses demonstrate respect for Québec’s culture and build lasting trust with consumers. Francophone customers are more loyal to brands that acknowledge and respect their language rights.
The benefits extend inside the company as well. French-speaking employees are more likely to feel valued and included when policies, training, and contracts are written in their language. For companies competing in Québec’s talent market, this can translate into stronger retention and engagement.
On a broader scale, compliance signals credibility in one of Canada’s largest and most dynamic economies. Québec accounts for roughly 20 % of the national GDP, making it a major player in the Canadian market. Rather than treating Bill 96 as a cost of doing business, companies that embrace it as part of their strategy can strengthen their reputation and market share.
A Roadmap for Businesses Subject to Bill 96
To comply effectively, businesses need to take a structured approach.
Step 1 — Record all communication materials
Start with a comprehensive audit of all internal and external communication: contracts and sales templates, websites and apps, marketing materials, packaging and labeling, in‑store signage, HR policies, training content, and customer support scripts. Record owners, formats, and update cycles so you know exactly what must change and who’s responsible.
Step 2 — Prioritize high‑risk, customer‑facing items
Tackle what the public sees first. Give precedence to online platforms, e‑commerce flows, point‑of‑sale documents, and standard (adhesion) contracts. Ensuring French is primary and fully equivalent in these areas reduces exposure while you work through the rest.
Step 3 — Build a realistic timeline around compliance milestones
Sequence work against legal deadlines and internal release calendars to avoid last‑minute scrambles. Bundle related updates (e.g., contract templates and onboarding flows) and lock in review windows with legal, marketing, and product to keep momentum.
Step 4 — Work with translation and legal experts
Machine translation can assist, but it cannot always convey legal nuance or fulfill cultural expectations. Rely on professional linguists and Québec‑savvy counsel to ensure terminology, tone, and enforceability meet Bill 96 standards—and that French is not only present, but truly primary.
Step 5 — Establish a Francization Committee where required
If you have 25 or more employees in Québec, register with the OQLF and set up a committee to audit practices, propose improvements, and submit a francization plan. Treat it as an ongoing governance body that helps French become the default language of daily work, not just a box to tick.
Step 6 — Redesign branding, packaging, and signage for French primacy
Review trademarks, descriptors, label hierarchies, and visual layouts to be sure French is markedly predominant. For example, French text must be at least twice as large as any other language on store signage. This will require careful art direction: typography, placement, and information hierarchy may need to shift, which could lead to significant changes to long‑standing brand assets.
Step 7 — Train teams and operationalize the new standards
Bring HR, legal, marketing, product, and frontline managers into the loop with concise guidance, style sheets, and approval workflows. Make it easy to do the right thing—templates, glossaries, and checklists prevent backsliding and speed future updates.
Step 8 — Monitor, re‑audit, and iterate
Set a schedule for reviewing websites, documents, and packaging, and track issues through a central register. Regulations and interpretations evolve; periodic audits, spot checks, and stakeholder feedback will keep you compliant over time and surface opportunities for improvement early.
ITC Global: A Partner for Compliance and Growth
Navigating Bill 96 is complex. From contracts and signage to websites and HR policies, companies face a maze of requirements—and mistakes can be costly. At ITC Global, we follow Québec’s regulatory updates closely and adapt our solutions to keep clients compliant and confident.
Our team of linguists, consultants, and technologists supports organizations at every stage:
- Human and AI-powered translation for legal and business documents
- Website and digital content localization to ensure online compliance
- Multilingual audio and video services, including subtitling and dubbing
- Intercultural consulting to help companies communicate with cultural nuance
- Accessible communication solutions, like easy-read formats and captions
We don’t just help businesses avoid fines—we help them embed French into their operations in a way that builds trust, enhances employee engagement, and strengthens their brand in Québec. With ITC Global as your partner, compliance with Bill 96 becomes not just a legal requirement, but a strategic advantage.
Conclusion: Thriving Under Bill 96
Bill 96 is reshaping how companies operate in Québec. Its requirements are detailed and demanding, but they also open the door to deeper connections with consumers and employees. Businesses that act quickly, invest in quality translation, and integrate French meaningfully into their operations will not only avoid penalties but also gain a lasting competitive edge.
With the right mindset—and with expert partners like ITC Global—compliance with Bill 96 can be more than a necessity. It can be a pathway to growth, credibility, and long-term success in Québec’s unique market.
