Supermac's has won its long running case against McDonald's to have the use of the "Big Mac" trademark cancelled throughout Europe.

The European Union Intellectual Property Office has ruled that McDonald's had not proven genuine use of the contested trademark as a burger, or as a restaurant name.

The Irish fast food company had claimed that McDonald's engaged in "trademark bullying" by registering brand names only to store them away "in a war chest to use against future competitors."

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