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On May 24, 2022 the Québec provincial government adopted Bill 96, An Act respecting French, the official and common language of Québec (Bill 96). In short, Bill 96 is intended to significantly overhaul and strengthen the Charter of the French Language in Québec to further recognize French as the province’s only official language. The Bill seeks to reinforce the use of French language in education, business, services, publications, and daily life. This insight will highlight key impacts Bill 96 may have on trademarks and advertising in Québec.