DUBLIN, Ireland: Supermac’s has suffered another defeat in its prolonged trademark dispute with McDonald’s, after the European Union Intellectual Property Office (EUIPO) determined that the Irish chain’s branding is too similar to the globally recognized “Big Mac” trademark. McDonald’s opposed the move, citing its long-standing “Big Mac” trademark, which has been registered for meat sandwiches since 1998 and has built significant global recognition. “There’s no reasonable likelihood that the relevant public would mistake a Supermac’s restaurant for a Big Mac burger,” the company argued in its submission. The board highlighted the strong recognition of the “Big Mac” trademark across the EU, particularly among fast-food consumers, and said its established reputation increases the likelihood of confusion. Ultimately, the board determined that the similarities between the two brands, combined with the high distinctiveness of “Big Mac,” meant confusion could not be ruled out.