I think this is a concrete measure to protect French in Quebec. It has been recognized in the law. The federal government said it would take action, and it's acting within its jurisdiction, namely federally regulated private businesses. It's the same thing for businesses that are already subject to the Charter of the French Language; it's equivalent.
That said, we will have completed this step following the modernization of the Official Languages Act. It's also a net gain for the Canadian francophonie, which did not have any rights prior to this regulation.