In Quebec, the language of your advertising is not a brand preference, it is a legal requirement. A campaign built in English and run as is in Quebec is not merely less effective, it exposes you.

The principle, in one sentence

Commercial advertising has to be available in French, and French has to be at least as prominent as any other language. An English only version does not satisfy that, and neither does a French version tucked in small type under the English.

What it means for a video

On screen text, subtitles, price overlays, the offer and the call to action all have to exist in French. In practice the simplest answer is not subtitling an English video: it is commissioning the French version at the time of the shoot, with the same creator or a francophone one.

Plan both versions in the brief

A second language costs a reasonable amount when it is planned before filming, and an unreasonable amount when it is discovered afterwards. Put it in the brief, the quote and the schedule. The brands that get caught out are the ones that treated French as a last minute option.

The trademark question

The rules around trademarks and signage have shifted in recent years and continue to shift. This is the point where you should not rely on a blog article: have your specific case reviewed by legal counsel before a significant campaign.

The hidden advantage

French is not only a constraint, it is a competitive filter. Many national and foreign brands either skip Quebec or arrive with content that is visibly translated. A brand that speaks properly to the market lands there with far less noise around it.

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Frequently asked questions

Is an English only version allowed?

No, French must be present and at least as prominent.

Are subtitles enough?

They are fragile, a real French version is safer.

When should the French version be planned?

In the brief, never after the shoot.

Who reviews my specific case?

Legal counsel, especially on trademarks.