Sarah Bensetiti
Secretary
Via CNET
On Saturday April 20th, organisations such as the Retail Council of Canada (RCC) and the Conseil du Patronat du Québec (CPQ) expressed their concerns through an open letter to the Montreal Daily regarding the new regulations introduced by Bill 96. In this letter, they called upon the Legault government to reassess its stance on linguistic matters, emphasising the potential economic repercussions of these new regulatory measures.
Despite being active since June 2022, several aspects of Bill 96 remained undisclosed until January of this year. Enterprises are now compelled to adapt to the prescribed changes before June 1st 2024 if they desire to maintain operational status within the province. However, the clear oversight of the adverse economic ramifications entailed by these new regulations raises extreme concern for the Quebec economy, especially considering that it is still suffering from the lingering repercussions of the COVID-19 pandemic and escalating inflationary pressures. Hence, what do these new regulations entail, and what precisely is their impact?
One of the newly introduced regulations bans the use of certain terms, such as “on/off” and “play”, which were, up until now, unaffected by the adopted bill. Given the widespread integration of these terms across various electronic devices, this prohibition poses a significant challenge to businesses that are presently operating in Quebec. Indeed, devising alternative solutions to such terms implies the establishment of industries that produce some goods using only french terms. Thus, the logistical implications simply do not make any sense: the associated costs and complexities may dissuade businesses from pursuing compliance, potentially culminating in their cessation of operations within the province altogether.
This discourse finds itself to echo that of select and widely known businesses, such as Hot Topic and Chick-Fil-A. These businesses, having failed to secure exemptions for their exclusively English signage and products, abandoned establishing a presence in Quebec in favour of pursuing profit-maximising opportunities elsewhere in the country.
So, due to these new regulations, fewer and fewer businesses will remain active in Quebec. This decrease in diversity obviously causes the emergence of monopolistic tendencies, thereby exacerbating consumer vulnerability in an environment characterised by already soaring market prices. In a desperate time for cheaper alternatives, these regulations would only deplete the market of viable competition, causing greater economic losses for the citizens of Quebec, who are already struggling to pay their day-to-day expenses.
The ramifications of the new regulations extend beyond mere signage and adaptability concerns, affecting outdoor advertising practices as well. These practices are particularly vital for medium and small-scale enterprises who will bear the brunt of the newer regulatory mandates. The bill posits that all outdoor publicity must be presented in French exclusively, thus forcing businesses to redesign all their signage within a compressed time frame. This poses significant logistical and financial challenges.
Indeed, the upcoming deadline may push the creation of signage that lacks the visual appeal and attractiveness necessary to captivate potential customers. Consequently, businesses risk experiencing a decline in customer engagement due to the perceived lack of effectiveness of their advertising efforts. And this would simply be because they were required to comply with the newer regulations…
Moreover, adherence to the bill may compromise the essence and message conveyed by original signage. The translation may undermine its communicative efficacy and further exacerbate the potential loss of clientele. The resultant decline in revenue streams could precipitate the closure of affected businesses, thereby engendering a deleterious cycle characterised by diminished market options and an escalation in monopolistic tendencies, just as would the banished use of certain exclusively English terms...
Even more threatening, these constraints exacerbate the inclination of consumers towards online purchases, thereby marginalising physical establishments and precipitating a cascading effect marked by a dwindling customer base and diminished revenue streams. Indeed, as businesses begin to stop their sales in Quebec, some citizens may see their required goods pulled out of their nearby stores. This will lead them to begin online purchases. Consequently, an increasing number of businesses may find themselves compelled to shut down operations. These shutdowns exacerbate unemployment rates and compound socioeconomic challenges within communities that are already struggling to make enough money for basic necessities.
In essence, adhering to the new stipulations outlined in Bill 96 could result in significant economic setbacks. While the legislation's regulatory structure prioritises the preservation of the French language, it appears to disregard any other potential ramifications it might pose for the populace who unanimously support its protection. Unintended outcomes, such as economic challenges and the surge in online trade, underscore the need for a nuanced strategy that considers both linguistic conservation and economic sustainability.
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