The EU General Court ruled against McDonald's in a trademark dispute with Supermac's.

The decision allows the Irish chain Supermac's to use the term 'Big Mac' for its chicken burgers in the EU.

McDonald's exclusive rights to the 'Big Mac' trademark for poultry products were revoked due to a lack of consistent use over five years.

The ruling is considered a win for fair competition and a blow against trademark bullying.

Supermac's CEO celebrated the decision as a victory for small businesses against global corporations.

McDonald's retains the right to use 'Big Mac' for their beef sandwiches and can appeal the decision at the European Court of Justice.