Bill 96 and French-language marketing for Quebec chimney sweeps

What to take away

What Quebec's Bill 96 requires of chimney sweep advertising

Quebec's Bill 96 tightened the Charter of the French Language in 2022. For a chimney sweep, the practical effect is that any commercial advertising aimed at Quebec clients must be in French. That includes flyers, truck lettering, Google Ads, Facebook posts, door hangers and your website.

French must be markedly predominant when you advertise in more than one language. In practice, that means the French version has to be the one clients see first and most often. A bilingual ad with tiny French text and a large English headline does not meet the test.

Your business name can stay in English if it is a registered trademark, but you must add a French descriptor. "Smith Chimney Sweep" on a van becomes "Smith Chimney Sweep, ramonage de cheminée" so a francophone client knows what you do.

Chimney work itself is governed by Quebec building laws and codes, and your advertising must match the work you are actually licensed to perform. See the RBQ's Lois, règlements et codes page for the rules that apply to your trade.

If you are expanding from another province, do not reuse Ontario or New Brunswick ad copy. Quebec clients expect French, and the regulator expects it too. A chimney sweep marketing plan built for Quebec starts with language, not with budget.

Contracts and client communication in French

Every contract you sign with a Quebec consumer must be in French. If the client wants an English version, you can provide one, but the French version must be the one you present first and the one that governs if there is a dispute.

Standard form contracts, the kind you print and reuse, are covered by the same rule. Your terms and conditions, warranty text, cancellation policy and payment schedule all need a French version.

Client communication follows the same logic. Invoices, receipts, appointment confirmations, reminder texts and follow-up emails should be in French unless the client has clearly asked for English. Keep a note in your file when they do.

A written contract protects you when a client disputes a sweep, a repair or a WETT inspection. It also shows the Office québécois de la langue française that you took reasonable steps. For wording you can adapt, see our chimney sweep quote template.

RBQ licensing notes for Quebec chimney businesses

In Quebec, most construction and renovation work, including chimney installation and repair, requires a licence from the Régie du bâtiment du Québec. The RBQ licence regime covers contractors, and you can read the general framework on the RBQ licence regime page.

Licence classes are tied to the type of work. Chimney sweeping alone may not require a licence in every case, but chimney repair, relining, masonry work and appliance installation usually do. Use the RBQ's Comment déterminer la licence requise? tool to confirm your class before you advertise a service.

Clients can check you. The RBQ publishes a public register, and the Vérifier la licence d'un entrepreneur page explains how. Put your licence number on your website, quotes and invoices so clients can verify it in seconds.

Licensing also carries insurance and competency requirements. Your licence must be kept current, and the person who holds the qualification must be tied to the business. For the wider picture across provinces, see our licensing and compliance guide.

Translating service packages, quotes and invoices

Your service packages need French names that a client in Sherbrooke or Trois-Rivières would recognize. "Ramonage annuel", "inspection de cheminée", "ramonage de poêle à bois" and "réparation de couronnement" are the terms clients search for.

Do not translate word for word from English. A "basic sweep" becomes "ramonage de base", not "balayage basique". Use the vocabulary your clients use, and check it against Quebec chimney forums and supplier catalogues.

Quotes must show the price in Canadian dollars, the GST and QST separately, and the scope of work in French. If you offer a package, list what is included: number of sweeps, inspection level, and any WETT documentation.

Invoices carry the same rules. Add your Quebec Enterprise Number, your RBQ licence number if you hold one, and your business address. The Québec Enterprise Number (NEQ) page explains how to register and where the number appears.

Here is a worked example of a compliant French invoice line set:

In English, lines 1 to 3 read: chimney sweeping, single-family home; level 1 visual inspection; chimney cap replacement.

Handling bilingual phone, email and review responses

When a client calls, answer in French first. If they switch to English, follow their lead. Train whoever answers the phone to greet in French and to know the French terms for your services.

Voicemail greetings, email auto-replies and text confirmations should be in French by default. If you serve a mixed area like Montreal or Gatineau, a short bilingual greeting is acceptable, but French must come first.

Google reviews are public advertising. A reply in English to a French review can be read as a language violation, so reply in the language of the review. If the review is bilingual, reply in French.

Keep a simple log of client language preferences. That log is useful if a complaint ever reaches the Office québécois de la langue française, because it shows you made a reasonable effort.

For visibility in French-language search, a local seo checklist helps you rank for terms like "ramonage de cheminée" in your city.

Penalties and complaints under Quebec's language rules

Penalties under the Charter are financial and can repeat. The Office québécois de la langue française can issue warnings, demand corrective action and, in serious cases, refer matters for prosecution. Fines rise for a second offence within a set period.

Businesses that ignore French-language obligations can also face reputational damage. A complaint published by a client or a local paper costs more than the fine in lost referrals.

Complaints can come from clients, competitors or the regulator's own inspectors. They can be triggered by an English-only contract, an English-only ad, or a website with no French version.

If you receive a notice, respond quickly, in French, with a plan. Document what you changed and when. Most complaints are resolved when the business shows it has brought its advertising and contracts into line.

Licensing problems are separate but can compound. Operating without the required RBQ licence can lead to fines and stop-work orders, so keep your licences and permits in order alongside your language compliance.

Building a French-first marketing calendar

A calendar keeps language compliance from becoming a scramble. Set one French-first rule for every channel, then schedule the work by season, because chimney demand in Quebec peaks from September to November.

Use this checklist before each campaign goes live:

Plan the year in blocks. August to September is for pre-season ads, October to November for peak bookings, December to February for emergency calls and wood stove work, and March to July for inspections, repairs and relining quotes.

Keep a folder of approved French copy for each service. When you add a new service, such as pellet stove servicing, write the French version before you write the English one.

Track which French keywords bring calls. If "ramonage de cheminée" outperforms "inspection de cheminée", shift budget there next season. Language compliance and marketing performance work together when the French copy is written for clients, not translated for the regulator.

Common questions