(WBBM NEWSRADIO) — The European Union General Court has ruled against Chicago-based McDonald’s in a trademark dispute over the Big Mac name.
Wednesday’s ruling was the latest update in a long-running legal battle between the fast food giant and Ireland-based Supermac. The court found McDonald's failed to show it had been genuinely using the Big Mac label for chicken sandwiches, poultry products or restaurants over a five-year period.
McDonald’s Big Mac burgers debuted in 1968, after a Pennsylvania franchisee decided the company needed a sandwich for adults.
Although Supermac doesn’t sell any products with the name “Big Mac,” the dispute stems from Supermac’s plans to expand operations in the European Union. McDonald’s tried to argue that the name “Supermac” was too close to the trademark “Big Mac” and would therefore confuse consumers.
The European Union court sided with Supermac’s, which portrayed the decision as a David and Goliath-style victory.
“This is a significant ruling that takes a common-sense approach to the use of trademarks by large multinationals,” said Supermac’s Managing Director Pat McDonagh. “It represents a significant victory for small businesses throughout the world.”
McDonald’s appeared to be unfazed by the ruling, which can be appealed to the European Court of Justice.
The Associated Press contributed to this report.
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