Burger King gloats as McDonald loses Big Mac rights in EU

McDonald’s has lost its trademark for its Big Mac burger in the European Union. The EU Intellectual Property Office ruled this month that McDonald’s had not been using the trademark in accordance with EU law. The ruling takes effect immediately. The new freedom to use the Big Mac name has prompted Burger King to launch a “Not a Big Mac” campaign across Europe. Video is below at left. Quite funny. McDonald’s has promised to pursue a vigorous appeal. An Irish restaurant chain called Supermac’s brought the case before the regulator two years ago. It accused McDonald’s of “trademark bullying.” McDonald’s had been using its trademark on Big Mac to stop the company from trademarking its own name in the EU, which would help it expand beyond Ireland and Northern Ireland.