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McDonald’s perde registro da marca Big Mac na União Europeia
Publicado por:Priscila Pessatti, abril - 09 - 2019
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O Escritório de Propriedade Intelectual da União Europeia (EUIPO) revogou os direitos sobre a marca Big Mac, registrada pelo McDonald’s, que anunciou que recorrerá contra a decisão. A resolução do órgão, datada em 11 de janeiro, considera que a rede de fast-food americana não apresentou as provas suficientes para demonstrar a “extensão do uso” do nome em disputa por toda a UE.

Um porta-voz da empresa antecipou que o McDonald’s entrará com um recurso e garantiu que, apesar da resolução, a rede “é titular e pode exigir os direitos da marca Big Mac na Europa”.

O Escritório de Propriedade Intelectual da União Europeia (EUIPO) revogou os direitos sobre a marca Big Mac, registrada pelo McDonald’s, que anunciou que recorrerá contra a decisão, tomada em favor da rede irlandesa Supermac’s. A resolução do órgão, datada em 11 de janeiro, considera que a rede de fast-food americana não apresentou as provas suficientes para demonstrar a “extensão do uso” do nome em disputa por toda a UE.

O fundador da Supermac’s, Pat McDonagh, se parabenizou em comunicado pela vitória de “Davi contra Golias” e acusou a multinacional americana de tentar pressionar concorrentes com a sua política de marcas registradas.

Como exemplo, McDonagh citou que o McDonald’s registrou a marca SnackBox, que é “um dos produtos mais populares” da rede irlandesa, e ressaltou que por enquanto o gigante americano não comercializa nada com esse nome.

O processo foi apresentado em abril de 2017 pelo Supermac’s, mas o conflito entre ambas as empresas começou em 2014. Na época, a companhia irlandesa solicitou o registro da marca Supermac com o objetivo de se expandir pelo Reino Unido e a Europa, mas o McDonald’s apresentou objeções.

O Escritório de Propriedade Intelectual da União Europeia deu razão à multinacional americana por causa das semelhanças existentes entre ambas as marcas, que poderiam gerar “confusão em uma parte do público”.

Posteriormente, em 2017, a rede Supermac’s pediu a revogação da proteção sobre a denominação comercial Big Mac, alegando que o McDonald’s “registra nomes que simplesmente armazena para usar contra os seus futuros concorrentes”, segundo explicou em comunicado.

O órgão europeu aceitou agora esta solicitação ao considerar insuficientes as evidências apresentadas pela multinacional americana no processo.

O McDonald’s apresentou dados de vendas do Big Mac entre 2011 e 2016 na Alemanha, França e Reino Unido, folhetos e cartazes de publicidade nesses três mercados, capturas de tela de 18 dos seus sites na Europa e uma captura de tela do artigo da Wikipédia dedicado ao principal sanduíche da empresa.

“Após analisar este material, consideramos que as provas são insuficientes para estabelecer o uso efetivo da marca”, afirma o documento do EUIPO

Fonte: G1

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