A Montreal bakery has found itself at the center of a linguistic controversy after Quebec's language watchdog, the Office québécois de la langue française (OQLF), targeted its English-only TikTok posts. Lahmajoune, a Syrian-Armenian-Lebanese family-run shop in the Villeray neighborhood, received a formal letter from the OQLF, which the owner's son initially believed was a fake.
Initial Shock and Public Response
Charbel Hannan, the owner's son, described the moment his brother confirmed the letter's authenticity. "My brother checked online," Hannan said. "And he said: No — it's actually real. It's really from the government." Despite the initial shock, the bakery decided to go public, posting the letter on Instagram, where it garnered over 350,000 views, 2,000 likes, and thousands of shares, igniting a mix of support and heated debate in the comments.
Legal Background and OQLF Requirements
The dispute stems from Bill 96, a language reform passed in 2022 under Premier François Legault, which expanded the OQLF's powers to strengthen French in public life. The law imposes stricter rules on businesses regarding signage, packaging, and social media presence. According to François Laberge, an OQLF spokesperson, companies in Quebec must ensure that commercial publications intended for the Quebec market are available in French. "They may also be posted in another language, but the French version must be at least equivalent and accessible under conditions at least as favourable," Laberge stated.
No Fine Issued, But Correction Requested
Unlike previous cases where fines were levied, the letter to Lahmajoune did not threaten a penalty but asked that the situation be corrected "as soon as possible." In 2025, two Montreal companies were fined $1,500 each for similar violations. Under Legault's administration, the OQLF's budget has more than doubled to $49 million for 2024-25, compared to 2017-18 levels.
Bakery's Perspective and Social Media Strategy
Hannan emphasized the bakery's humble origins and current challenges. "We're not experts. We don't pay $2,000 a month for social-media consultants. We're up at 5 a.m. baking," he said. The business, involving about 10 family members, was rebuilt seven years ago after a fire destroyed the original location, known as Chez Apo. Hannan's father immigrated from Syria over 40 years ago and started working there for $2 an hour.
While the bakery maintains bilingual captions on Instagram and Facebook, many TikTok posts are only in English. Hannan explained, "TikTok is an American app. It's mostly English. ... But I'm not saying French isn't important. We are Quebecers. We include French in most of our communication." After unsuccessful attempts to contact the OQLF by phone, Hannan chose to respond publicly, stating, "I told my mom and dad: 'I'm not staying silent. Everyone's going to read this letter with us'."
Emotional Impact and Call for Collaboration
The letter has left the bakery feeling disheartened. Hannan expressed, "Honestly, it makes me feel sad. We're a family-run business rooted in this province. We work hard, we pay our taxes, we serve our community with respect, with love, with craft. Everything is handmade. So to receive a letter like that, it doesn't feel like support." He added, "I just wish the approach feels more collaborative, more understanding of who we are." The online reaction has been polarized, with some criticizing the bakery and others rallying behind it, highlighting the ongoing tensions around language laws in Quebec.
