Do your Meta and Google ads need to be in French in Quebec?
An ad in your own language gets read; another gets scrolled past. What the law asks of your Quebec campaigns.
5 min readYes. Commercial advertising aimed at Quebec consumers must be in French, on Meta as on Google. Another language can be added, but French must not take second place. The simplest way to follow the rule: a French campaign for Quebec and an English campaign for the rest of Canada.
This article is for information only and is not legal advice. For your situation, consult a lawyer or the Office québécois de la langue française (OQLF).
Many Canadian brands create their ads in English and run them everywhere, Quebec included. That’s risky for compliance, and often less effective: an ad in your own language gets read; an ad in another language gets scrolled past. Our Meta ad campaigns always start from this rule.
What the Charter says
Quebec’s Charter of the French language has governed the language of commerce since 1977, and Bill 96 strengthened it in 2022. Two principles affect your advertising:
- commercial advertising aimed at Quebec is in French;
- another language may accompany it, without relegating French to second place.
These principles apply to a billboard as much as to an Instagram ad or a sponsored Google result.
What it means, platform by platform
| Where | What to plan |
|---|---|
| Meta ads (Facebook, Instagram) | A French version for the Quebec audience: copy, headline, visuals with text |
| Google Search ads | Ads in French, with French keywords |
| Google Shopping and Performance Max | A French catalogue for Quebec: product titles and descriptions |
| Video | French subtitles or voice-over for Quebec |
| Landing page | The French version of the store, at least as accessible as the English one |
One bilingual campaign or two campaigns?
Two campaigns, almost always. The platforms let you target a region and a language: a French campaign for Quebec, an English one for the rest of Canada. Each speaks to its audience in its language, and each is measured separately.
A bilingual ad, with both languages in the same visual, is possible but often crowded and harder to read. If you choose it, French must not be smaller or less visible than the other language.
Trademarks
A recognized trademark can stay in its original language. Since June 1, 2025, however, generic and descriptive terms accompanying it on a product must be in French. In an ad, the slogan and descriptive copy follow the general rule: French for Quebec.
The most common mistakes
Running an English campaign in Quebec. Regional targeting exists; use it.
Machine translation. Legally, the French text exists. Commercially, an awkward translation works against a high-end brand.
Forgetting text in images. A visual with an English slogan is still an English ad, even with a French caption.
Sending people to an English page. The ad is in French, the store opens in English: the visitor leaves.
FAQ
Can an English-only ad target Quebec? Commercial advertising aimed at Quebec must be in French. An English version can be added, but can’t replace the French one.
Does our brand name have to be translated? Not necessarily: a recognized trademark can stay in its language. The descriptive copy must be in French.
What does a business risk? The OQLF receives complaints and first asks for corrections. If non-compliance persists, the Charter provides for fines.
Where is the official information? On the Office québécois de la langue française website.
A question about your project? Let’s talk it through. Write to us