CBC reports that a group of  well-known retailers, including  WALMART, COSTCO and BESTBUY, are taking the Quebec Government’s French language watchdog to Court over its recent requirement that all retailers have signs that include either a generic French name or add a slogan or explanation to reflect what they are selling.  For example, rather than featuring signage with just the well-known WALMART mark, the Quebec government wants that retailer’s signs to now read “Le Magasin WALMART” or something to that effect.

While Quebec’s French Language Charter requires the name of a business to be in French, until now this requirement hasn’t been applied to registered trademarks by the Office Québécois de la Langue Française (OQLF).  There has been some debate over the last few years about whether unregistered trademarks should be treated the same as registered trademarks in terms of this exemption.  The OQLF is now requiring all signs to include French language, whether or not registered or unregistered trademarks are involved.

For their part, the retailers (also including GAP, OLD NAVY and GUESS) argue that there has been no formal change to the applicable provision of the language law.  Further, they argue that the OQLF has no right to change the application of the existing law and that by changing its policy, it is in effect changing the law.  The retailers also point out that these are all famous brands and through extensive long term use they have come to identify the businesses behind them, such that no one in Quebec needs the assistance of the language law to know what these businesses sell or represent.

Some other popular brand owners, such as KFC or “Poulet Frit Kentucky” as it’s known in Quebec, have already opted to adopt Quebec specific branding, rather than carry on with an English business name.

A trial of this matter is unlikely to take place before the end of 2013.