The major brands Walmart, Costco, Best Buy, Gap, Old Navy and Guess are taking legal action against the Government of Quebec. This follows language requirements issued by Quebec’s language watchdog, the Office québécois de la langue française, according to which firms either need to have a generic French name or to add an explanatory byline in French.
The legal issue revolves around this being simply a new interpretation of an old law¹, whereas according to the retailers, no new legislation has been passed.
Some companies have already complied – for example Kentucky Fried Chicken is Poulet frit Kentucky in Quebec.
¹Section 63 of the Charte de la langue française.