MP seeks Icelandic-first rules for advertising and signs

Snorri Másson, a Centre Party MP, has submitted a bill requiring advertisements and signs in Iceland to feature Icelandic more prominently. The proposal was reported by mbl.is.

Speaking in Alþingi, Iceland’s parliament, on Tuesday, Snorri said he had had enough of the growing use of English in shops and services. He listed words commonly seen by the public, including “grocery store, bakery, lunch, menu, street food, take away, open” and “closed”.

He said those examples were only “the tip of the iceberg” in what he called the excessive encroachment of English.

“This has worsened considerably in recent years, to the point where English seems to have won a complete victory in some places,” Snorri said.

Under his bill, advertisements in Iceland would have to be in Icelandic. Other languages could also be used, but the Icelandic text would have to be the most prominent, for example by appearing at the top, in bold or in a larger font.

The proposed rule would also apply to signs, directions, names describing types of businesses and outdoor advertising, including political campaign advertisements.

“It should be matvöruverslun, honourable speaker, not ‘grocery store’,” Snorri said, using the Icelandic term for grocery store.

Current legislation states that advertisements intended to appeal to Icelandic consumers must be in Icelandic. Snorri wants to remove that limitation, saying the current system has not worked well.

The bill’s explanatory memorandum mentions signs at Leifur Eiríksson Air Terminal that appear entirely in English. It also refers to France, Latvia, Estonia and Quebec in Canada as examples of places where measures have been taken to protect the language.

Snorri said encouragement directed at companies and institutions had not been enough and that legislation was now necessary.

“How far should this go before we respond? The time is now. This is a question of our self-respect as a nation,” he said.