At Least for Now... (2015

BUSINESSES ALLOWED TO DISPLAY THEIR ENGLISH-ONLY REGISTERED
TRADEMARKS IN QUEBEC - AT LEAST FOR NOW...
*
STELLA SYRIANOS
ROBIC, LLP
LAWYERS, PATENT AND TRADE-MARK AGENTS
For the moment, Quebec Court of Appeal’s latest ruling has paved a clear road for
companies doing business in Quebec: English-only registered trademarks (for which
there is no French equivalent trademark registration) may legally appear on storefront
signs without the need for additional generic French language.
In a highly anticipated [Québec (Procureure générale)
2015 QCCA 747] for retailers carrying on business
practitioners alike, the Quebec Court of Appeal upheld
Superior Court and thus helped to clarify the interplay
French Language and trademarks.
c. Magasins Best Buy ltée,
in Quebec and trademark
the decision of the Quebec
between the Charter of the
The case involved a challenge mounted by several multinational retailers against a
policy of the Office québécois de la langue française (“OQLF”), requiring the use of
registered trademarks on public signs outside their premises with added French
generic language. In a 55-page decision, the Quebec Super Court confirmed that
businesses may legally continue using their registered trademarks on public signs
without the need to add French generic language.
The Charter of the French Language and the trademark exception
First, some background for those unaware of the deep-rooted language issues
prevailing in the French-speaking province of Quebec. The Charter of the French
Language (R.S.Q., c. C-11) (“Charter”) was adopted by the Quebec National
Assembly in 1977 amidst a backdrop of political and language tensions, which saw
French become the official language of the province of Quebec, in order to safeguard
the prominence of the use of the French language in both the workplace and the
language
of
commerce.
With respect to the language of business and commerce, the Charter together with its
associated Regulation Respecting the Language of Commerce and Business
(“Regulation”) provides that public signs and posters and commercial advertising
© CIPS, 2015.
*
From ROBIC, LLP, a multidisciplinary firm of Lawyers, and Patent and Trade-mark Agents. Published
in the Spring 2015 (Vol. 18, no. 4) Newsletter of the firm. Publication 068.192E.
ROBIC, LLP
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2
much be in French or both in French and another language provided that French is
markedly predominant. In 1993, an exception to this general rule was introduced in
the Regulation allowing “recognized trademarks” within the meaning of the Trademarks Act to appear exclusively in a language other than French, unless a French
version has been registered under the Trade-marks Act.
As a result, for almost two decades the OQLF (the governmental body responsible
for applying and enforcing the Charter) allowed businesses to display their registered
trademarks on public signs in a language other than French without the need either
for translation or for French generic language describing the nature of an owner’s
goods or business to appear alongside the trademark.
Change of interpretation by the OQLF
In 2011, for the purpose of countering the apparent increased use of English
trademarks on public commercial displays and advertising, the OQLF changed its
interpretation of the trademark exception under the Regulation: any trademark
appearing on public signs in Quebec would be considered trade-name use resulting
in the application of different provisions of the Charter and Regulation which required
their translation into French or the addition of French generic language.
Notably, the OQLF’s new position came by means of policy without any
corresponding legislative modifications. In November of 2011, the OQLF publicised
its new interpretation by way of an earnest campaign known as “A trademark to
Respect the Law”, aimed to encourage businesses to include French generic
language to their non-French trademarks displayed on public signs outside their
premises, suggesting that failure to do so constituted a violation of the Charter and
exposed non-compliant parties to monetary and penal sanctions.
The Challenge by several retailers
Absent any legislative modifications, the OQLF’s change in policy gave rise to legal
uncertainty for trademarks owners doing business in Quebec. As a result, retailers
Best Buy, Costco, Gap, Old Navy, Guess, Walmart, Toys “R” Us and Curves filed a
motion for declaratory judgement before the Quebec Superior Court (“QCSC”)
seeking a declaration that their use of non-French trademarks did not violate the
Charter and Regulation and that the OQLF’s reinterpretation of the trademark
exception was incorrect. Amongst the retailers’ allegations was that the OQLF had
threatened to suspend their francization certificates granted by the OQLF.
The Quebec Court of Appeal ruling
ROBIC, LLP
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Tel.: +1 514 987-6242 Fax: +1 514 845-7874
QUEBEC
2828 Laurier Boulevard, Tower 1, Suite 925
Quebec, Quebec, Canada G1V 0B9
Tel.: +1 418 653-1888 Fax.: +1 418 653-0006
3
As
previously
reported
in
our
Spring
2014
newsletter
[http://newsletter.robic.ca/nouvelle.aspx?lg=EN&id=292], the QCSC rejected all of the
arguments presented by the OQLF. In essence, the Court held that trademarks and
business names are two distinct concepts governed by their own set of rules. While a
business name must be used in French in Quebec and non-French business names
be used with a generic term in the French language, a trademark displayed in public
is not akin to business name use and the same francization requirements applicable
to business names. Hence, the OQLF’s previous interpretation of the Charter and
Regulation was applicable given that the legislation clearly set out the principles and
related exceptions regarding both trademarks and business names.
The fundamental difference between the legal concepts of trademarks and business
names was not lost upon the Quebec Court of Appeal as it stated that the Attorney
General did not take into account that the Charter expressly addresses the issue of
trade names displayed on public signs, posters and commercial advertising. The
Court also noted the Charter contains a clear general rule that public signs must be in
French or French must be markedly predominant and the exception which extends to
“recognised trademarks” does not impose any limits as to the type of public sign.
Therefore, the Quebec Court of Appeal ruled that by displaying their trademarks on
storefront signage, the retailers complied with the Charter.
This decision may be considered as a victory for trademark owners doing business in
Quebec in so far as it confirms their ability to protect the integrity of their trademarks
on a world-wide basis, a principal enshrined in national trademark legislation in
different countries as well as in international treaties. On the one hand, by refusing to
endorse the OQLF’s post 2011 interpretation, the Quebec Court of Appeal left it to
business owners to voluntarily add generic French language to their English-only
trademarks and on the other, to Quebec’s legislature to decide if legislative
modifications are required in order to protect the French language landscape (unique
to the province of Quebec) in relation to trademarks displayed on public signs and
posters and in commercial advertising in a language other than French.
In response to this decision, the Quebec government submitted amendments to the
Charter of the French Language in June to force retailers to add generic French
language to their English-only trademarks. Stay tuned for developments…
ROBIC, LLP
www.robic.ca
[email protected]
MONTREAL
1001 Square-Victoria - Bloc E - 8th Floor
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Tel.: +1 514 987-6242 Fax: +1 514 845-7874
QUEBEC
2828 Laurier Boulevard, Tower 1, Suite 925
Quebec, Quebec, Canada G1V 0B9
Tel.: +1 418 653-1888 Fax.: +1 418 653-0006
4
Pour des services de conseils dans le domaine de la propriété
intellectuelle et des technologies de l'information et des communications
(incluant les services d’agents de brevets et de marques de commerce)
de même que des services juridiques.
ROBIC, un groupe d'avocats et d'agents de brevets et de marques de
commerce voué depuis 1892 à la protection et à la valorisation de la propriété
intellectuelle dans tous les domaines: brevets, dessins industriels et modèles
utilitaires; marques de commerce, marques de certification et appellations
d'origine; droits d'auteur, propriété littéraire et artistique, droits voisins et de
l'artiste interprète; informatique, logiciels et circuits intégrés; biotechnologies,
pharmaceutiques et obtentions végétales; secrets de commerce, know-how et
concurrence; licences, franchises et transferts de technologies; commerce
électronique, distribution et droit des affaires; marquage, publicité et
étiquetage; poursuite, litige et arbitrage; vérification diligente et audit. ROBIC,
a group of lawyers and of patent and trademark agents dedicated since 1892 to
the protection and the valorization of all fields of intellectual property: patents,
industrial designs and utility patents; trademarks, certification marks and
indications of origin; copyright and entertainment law, artists and performers,
neighbouring rights; computer, software and integrated circuits;
biotechnologies, pharmaceuticals and plant breeders; trade secrets, knowhow, competition and anti-trust; licensing, franchising and technology
transfers; e-commerce, distribution and business law; marketing, publicity and
labelling; prosecution litigation and arbitration; due diligence. ®/MD
COPYRIGHTER TM/MC
IDEAS LIVE HERE ®/MD
IL A TOUT DE MÊME FALLU L'INVENTER!
® MD
/
LA MAÎTRISE DES INTANGIBLES ®/MD
LEGER ROBIC RICHARD ®/MD
NOS FENÊTRES GRANDES OUVERTES SUR LE MONDE DES AFFAIRES ®/MD
PATENTER®/MD
ou «R» ®/MD stylisé
ROBIC®/MD
ROBIC, LLP
www.robic.ca
[email protected]
MONTREAL
1001 Square-Victoria - Bloc E - 8th Floor
Montreal, Quebec, Canada H2Z 2B7
Tel.: +1 514 987-6242 Fax: +1 514 845-7874
QUEBEC
2828 Laurier Boulevard, Tower 1, Suite 925
Quebec, Quebec, Canada G1V 0B9
Tel.: +1 418 653-1888 Fax.: +1 418 653-0006
5
Ou stylisé ROBIC ++++®/MD stylisé
ou ROBIC + DROIT +AFFAIRES +SCIENCES +ARTS®/MD stylisé
ou ROBIC +LAW +BUSINESS +SCIENCE +ART®/MD stylisé
THE TRADEMARKER GROUP TM/MC
TRADEMARKER TM/MC
VOS IDÉES À LA PORTÉE DU MONDE , DES AFFAIRES À LA GRANDEUR DE
LA PLANÈTE®/MD
YOUR BUSINESS IS THE WORLD OF IDEAS; OUR BUSINESS BRINGS YOUR
IDEAS TO THE WORLD ®/MD
Marques de commerce de ROBIC, S.E.N.C.R.L. pour ses services de
conseils dans le domaine de la propriété intellectuelle et des
technologies de l'information et des communications (incluant les
services d’agents de brevets et de marques de commerce) de même
que ses services juridiques
*************************************************************************************************
*
For services pertaining to intellectual property, technology and
communication law and related matters (including patent and trade-mark
agency services) as well as legal services.
ROBIC, un groupe d'avocats et d'agents de brevets et de marques de
commerce voué depuis 1892 à la protection et à la valorisation de la propriété
intellectuelle dans tous les domaines: brevets, dessins industriels et modèles
utilitaires; marques de commerce, marques de certification et appellations
d'origine; droits d'auteur, propriété littéraire et artistique, droits voisins et de
l'artiste interprète; informatique, logiciels et circuits intégrés; biotechnologies,
pharmaceutiques et obtentions végétales; secrets de commerce, know-how et
concurrence; licences, franchises et transferts de technologies; commerce
électronique, distribution et droit des affaires; marquage, publicité et
étiquetage; poursuite, litige et arbitrage; vérification diligente et audit. ROBIC,
ROBIC, LLP
www.robic.ca
[email protected]
MONTREAL
1001 Square-Victoria - Bloc E - 8th Floor
Montreal, Quebec, Canada H2Z 2B7
Tel.: +1 514 987-6242 Fax: +1 514 845-7874
QUEBEC
2828 Laurier Boulevard, Tower 1, Suite 925
Quebec, Quebec, Canada G1V 0B9
Tel.: +1 418 653-1888 Fax.: +1 418 653-0006
6
a group of lawyers and of patent and trademark agents dedicated since 1892 to
the protection and the valorization of all fields of intellectual property: patents,
industrial designs and utility patents; trademarks, certification marks and
indications of origin; copyright and entertainment law, artists and performers,
neighbouring rights; computer, software and integrated circuits;
biotechnologies, pharmaceuticals and plant breeders; trade secrets, knowhow, competition and anti-trust; licensing, franchising and technology
transfers; e-commerce, distribution and business law; marketing, publicity and
labelling; prosecution litigation and arbitration; due diligence. ®/MD
COPYRIGHTER TM/MC
IDEAS LIVE HERE ®/MD
IL A TOUT DE MÊME FALLU L'INVENTER!
® MD
/
LA MAÎTRISE DES INTANGIBLES ®/MD
LEGER ROBIC RICHARD ®/MD
NOS FENÊTRES GRANDES OUVERTES SUR LE MONDE DES AFFAIRES ®/MD
PATENTER®/MD
or stylizedR®/MD
ROBIC®/MD
or stylized ROBIC ++++®/MD
or stylized ROBIC + DROIT +AFFAIRES +SCIENCES +ARTS®/MD
or stylized ROBIC +LAW +BUSINESS +SCIENCE +ART®/MD
THE TRADEMARKER GROUP TM/MC
TRADEMARKER TM/MC
VOS IDÉES À LA PORTÉE DU MONDE , DES AFFAIRES À LA GRANDEUR DE
LA PLANÈTE®/MD
ROBIC, LLP
www.robic.ca
[email protected]
MONTREAL
1001 Square-Victoria - Bloc E - 8th Floor
Montreal, Quebec, Canada H2Z 2B7
Tel.: +1 514 987-6242 Fax: +1 514 845-7874
QUEBEC
2828 Laurier Boulevard, Tower 1, Suite 925
Quebec, Quebec, Canada G1V 0B9
Tel.: +1 418 653-1888 Fax.: +1 418 653-0006
7
YOUR BUSINESS IS THE WORLD OF IDEAS; OUR BUSINESS BRINGS YOUR
IDEAS TO THE WORLD ®/MD
Trade-marks of ROBIC, LLP for its services pertaining to intellectual
property, technology and communication law and related matters
(including patent and trade-mark agency services) as well as legal
services
ROBIC, LLP
www.robic.ca
[email protected]
MONTREAL
1001 Square-Victoria - Bloc E - 8th Floor
Montreal, Quebec, Canada H2Z 2B7
Tel.: +1 514 987-6242 Fax: +1 514 845-7874
QUEBEC
2828 Laurier Boulevard, Tower 1, Suite 925
Quebec, Quebec, Canada G1V 0B9
Tel.: +1 418 653-1888 Fax.: +1 418 653-0006