Mandating English signage and allowing limited translation amounts to a de facto policy of English as an official language. It signals, in effect, an attitude of multicultural tolerance, not a policy of active multiculturalism – Alice Chik Senior Lecturer in Literacy, Macquarie University
All signage is to be displayed in the English language, with a direct or near direct translation into another language using smaller letters or character … [which] must not exceed more than 30% of the overall size of the English language text.
Independent Councillor Matthew Blackmore, who initiated the proposal said ‘the change to the policy is designed to set a standard in the presentation of signs in shops’ and that it would ‘improve our commercial streetscapes and improve communication.’
On the surface, the policy is purported to be inclusive and to ensure a welcoming environment. Strathfield Council states that “this is an inclusive policy that recognises English and the linguistic diversity that exists in Strathfield,” and that it “aims to improve the visual amenities of our town and local centre”.
English is sometimes described as the “main” or “common” language but Australia has no policy designating English as an official language.
“Mandating English signage and allowing limited translation amounts to a de facto policy of English as an official language. It signals, in effect, an attitude of multicultural tolerance, not a policy of active multiculturalism.” Alice Chik Senior Lecturer in Literacy, Macquarie University
This is not the first time that councils have required English to be put up on store fronts.
Other councils (Rockdale, Auburn, Marrickville and Hurstville) have already ordered businesses to use English signs, which has previously sparked debate.
Whether a business loses potential customers because they have not advertised in English is a matter for that business… We need to consider where this will lead us -Stepan Kerkyasharian, chairman of the NSW Community Relations Commission
Outright racist… I don’t mind if every business has an English name, but to force shops to translate every single word on their shopfront into English is a stupid, divisive idea. It borders on paranoia and it could be illegal because it’s anti-competitive. It should be up to the shopkeeper how they promote their business – Saeed Khan, Marrickville Councillor
”I think having signs in a range of languages is welcoming and inclusive … It makes sense, it avoids a lot of the backlash … it will be better for the businesses.” Thang Ngo, Fairfield City councillor
In November 2017, Parramatta council investigated a sign at a northern Sydney apartment complex written in Chinese, with no English translation. The developers of the apartment block admitted the sign was a deliberate tactic to attract Chinese investors.
Former Mayor Lorraine Wearne says that many Epping locals have complained to her about the sign. “I think it offends the community, because it doesn’t include the community,” Ms Wearne said.
It should be noted that under 50% of Epping residents speak English only, with Chinese (Cantonese and Mandarin) being the next most prominent language as well as the most common ancestry.
There is actually no law in Australia requiring signs such as these to be in English. The developer was required to cover up the sign due to an improper application (not actually because of the lack of translation on the sign).