Quebec’s Language Law Isn’t Just Regulation, It’s a Redesign of How You Do Business in Canada.
Quebec isn’t simply “Canada in French.” It’s a unique, self-contained consumer market with its own culture, media landscape, retail preferences, and brand loyalty behaviors. For businesses serious about national growth, ignoring Quebec means leaving 20% of the Canadian opportunity on the table - or worse, handing it to more culturally fluent competitors. Quebec’s population is over 8.8 million, accounting for 22% of Canada’s population.
If your growth goals include market share, household penetration, or national scale, Quebec is a must-win region and understand the language requirements is critical.
Bill 96 is Quebec’s sweeping reform of its French Language Charter. This goes fully into effect June 1, 2025, and it’s poised to transform how brands operate, communicate, and show up in one of Canada’s most culturally distinct and loyal markets.
For consumer packaged goods (CPG) brands, especially those outside the province, this is a critical moment. Whether it’s your Canadian packaging design, product claims, signage, advertising, or customer service, everything will now be held to a higher standard of French fluency.
This blog breaks down what Bill 96 means for your brand, and how to align quickly and effectively from product packaging to websites to retail activations. This is our interpretation from National Assembly of Quebec Bill 96 and research on the matter. However, Crew is not a regulatory compliance company. We partner with companies like Quality Smart Solutions or regulatory specialists, or internal regulatory teams to ensure packaging and advertising is compliant. Please consult them for specific questions and challenges on an individual basis.
Bill 96 at a Glance
Quebec’s Bill 96, formally titled An Act respecting French, the official and common language of Québec, strengthens the use of French across business, commerce, and public life.
Effective Dates:
- June 1, 2025: Compliance deadline for major rules around packaging, signage, websites, and workplace language.
- June 1, 2027: End of grace period to sell non-compliant products manufactured before the 2025 deadline.
For brands operating nationally, Bill 96 introduces a new era in Canadian packaging design. Packaging design where regional nuance, bilingual execution, and French-first strategy matter more than ever.
Key Impacts for CPG Brands
1. Packaging Labels: French Must Be Present and Predominant
- All descriptive/generic terms must be translated - product types, benefits, or usage instructions (e.g. “anti-frizz,” “high protein”).
- Only registered trademarks are exempt from translation.
- Unregistered trademarks or English slogans must be fully translated into French.
- A grace period to sell non-compliant packaging lasts until June 1, 2027 — but only if goods were manufactured before the 2025 enforcement date.
2. Signage and Quebec Advertising Regulations
In Quebec advertising, the use of French must now be “markedly predominant.” This means:
- French must be at least twice the size of other languages on all public signage.
- French text must be more visible, legible, and prominent.
- For digital signage or media, French must be shown at least twice as long as other languages.
This affects everything from billboards and in-store POP displays to digital ads and campaign rollouts.
Implication: In Quebec, keep a 'French First' approach and determine if you really need to include English as part of the communication.
3. Digital Experience: French Can’t Be an Afterthought
Your Quebec-facing web experience must now be fully bilingual — and French must be equivalent in quality, functionality, and completeness.
This includes:
- A fully translated and functional website in Quebec French
- Translated social media communication when directed at Quebec consumers
- French versions of terms of service, product pages, and return policies
- Customer service chat, emails, and help center content available in French
Opportunity: Use this as a moment to localize your content with Quebec-specific imagery, copy, and cultural references — not just machine translations. A web design agency with Canadian and Quebec market expertise can help tailor UX and visual identity for maximum impact.
4. Francization in the Workplace
- Companies with 25+ employees in Quebec must register with the Office québécois de la langue française (OQLF).
- Those with 100+ employees must form a francization committee and file an ongoing French integration plan.
- Internal documentation, onboarding materials, and employee communication must be available in French.
Brand Culture Note: Francization isn’t just about paperwork. It’s a chance to deepen cultural cohesion between head offices and Quebec teams. Leaders who support it with empathy and investment will build stronger local teams.
Strategic Roadmap for CPG Brands
Here’s how to futureproof your Quebec presence and elevate your brand at the same time.
Step 1: Audit Your Assets
- Review all packaging for unregistered trademarks or English descriptors.
- Flag signage and digital creative that doesn’t meet French prominence requirements.
- Evaluate your website and digital storefront for completeness in French.
Step 2: Partner with Experts in Quebec Packaging Design
- Work with a Canadian packaging design agency that understands both compliance and creative.
- Translate your brand platform into Quebec’s cultural context - don’t just swap out words.
- Refresh packaging hierarchies to prioritize French content where needed, while retaining brand equity.
Step 3: Register with the OQLF
- If required, submit your francization plan early.
- Prepare internal communications and HR documents in French.
- Train managers and staff on the new requirements and what it means day-to-day.
Step 4: Elevate Quebec Advertising with Local Relevance
- Rebuild ad campaigns that start in French - not as an afterthought.
- Invest in local creators and Quebec-based media where possible.
- Make sure French assets aren't just compliant, but culturally sharp and emotionally resonant.
FAQ’s:
Does Bill 96 apply if we don’t have offices in Quebec?
Yes. If your products are sold in Quebec, whether direct, via e-commerce, or through retailers, you must comply with the new rules.
Can we just use bilingual packaging?
French text must be equal to or more prominent than the English text.
What happens if we don’t comply?
Fines can range from $3,000 to $30,000 per infraction. There’s also reputational risk: Quebecers are quick to notice when brands disregard their culture.
Are private label or co-packed products included?
Yes. Bill 96 applies to all products sold in Quebec, regardless of where they are made or who owns the brand.
What about the corrugated shipping box that holds your product that will be discarded before they put the product on the shelf?
No, the corrugated shipping box would not be considered commercial documentation and is not subject to the requirements, however, best practice would be to have these boxes fully translated.
Does French have to be predominant on packaging?
No, Quebec’s Bill 96, the concept of “French predominance” applies specifically to public signage and advertising, not to product packaging.
Does this apply to only consumer facing documents?
Bill 96 must comply with all commercial documentation. Bill 96 defines “commercial documentation” broadly to include any material used in the course of business, whether directed at end consumers or business partners. That means both B2C and B2B documents are in scope. All commercial documentation must be available in French when used in Quebec.
What are examples of commercial documentation?
Examples of consumer-facing commercial documentation include: Product packaging and inserts, Promotional brochures and flyers, Receipts and warranties, E-commerce confirmation emails, Customer service scripts and templates, etc.
Examples of business-facing commercial documentation include: Distributor and retailer price lists, Wholesale order forms, Sales contracts or agreements, Internal pitch decks sent to external buyers, Partner onboarding documents, Sell sheets and product data sheets, etc.
Does Bill 96 apply to Social Media?
While the law doesn’t explicitly call out “social media,” it clearly applies to all forms of commercial communication and advertising directed at Quebec consumers, including digital platforms like Instagram, Facebook, TikTok, YouTube, and X (formerly Twitter).
If you posting in English, you must also post in French - either as a separate post, a carousel swipe, or by including both languages in the caption. The French version must match the English version in meaning, tone, and value. If you work with influencers who post content on your behalf and target Quebec consumers, their sponsored posts must include French messaging and must be just as clear, engaging, and complete.
If you're selling in Quebec but not targeting Quebec consumers in social media, does that still apply?
Bill 96 is concerned with what Quebec consumers are exposed to, not just who you think your content is “for.” If your brand sells products in Quebec (even through national retailers or e-comm), has a national or bilingual audience, uses organic or paid social channels that are accessible to Quebec consumers, then your social media content is considered commercial communication under the law and must comply with French language requirements.
The Opportunity Behind the Obligation
Yes, Bill 96 is a legal requirement. But it’s also a branding moment.
Brands that adapt with authenticity, fluency, and cultural relevance will earn trust in one of Canada’s most loyal and proud markets. Quebec is asking brands not just to speak French, but to act like they belong here.
What Winning Brands Will Do:
- Localize campaigns, not just translate
- Rethink packaging as an act of cultural respect
- Consider Unilingual PDP’s or Quebec Specific Skus
- Align with a packaging design agency that understands both Quebec compliance and consumer connection
- Treat the June 1, 2025 deadline not as a finish line but as a brand evolution milestone
Final Thought
Bill 96 is not just red tape. It’s a redesign, process, and budget challenge and the brands that take it seriously will emerge as category leaders in Quebec. You don’t just need translation. You need thoughtful strategy, purposeful design, and culturally attuned execution.
If you’re selling products in Quebec, updating your packaging design, launching a Quebec advertising campaign, communicating on social media, or translating your brand story for a new market, make sure you are compliant.