McDonald's Corp (NYSE:MCD, ETR:MDO) will no longer be the only restaurant able to label its chicken burgers 'Big Mac' following a ruling by an EU court.
A trademark for the burger's name was registered by the fast food chain back in the EU in the mid-90s, but a legal challenge from an Irish rival has changed the parameters.
From now on, companies will be allowed to use 'Mac' in the advertising of poultry products or in the name of chains.
It comes after the European Court of Justice said McDonald's failed to show it had made genuine use of the trademark continuously over the last five years.
"McDonald's loses the EU trade mark 'Big Mac' in respect of poultry products," the judges ruled.
'Big Mac' will continue to remain a trademark for the American company.