McDonald’s is once again demonstrating that it will protect it’s famous brand and reputation. Using Trademark Registrations to back their position, this demonstrates that businesses ought to seek the advice of a professional before using (or adjusting) a brand. Many businesses think that a Trademark has to be the same to be a problem. Trademarks can share the beginning, end or certain words, and still be “caught” by the provisions in the Trademark Act 1995. Whilst it was meant to be an innocent “play” on the iconic Big Mac burger, the Trademark system does cover the trademark owner for any damage to the reputation of their trademark. Particularly for small businesses, but also for large enterprises, it isn’t worth the expensive litigation or legal bills to take a risk. Particularly during the Covid pandemic and crisis, where cash flow may be tight. And this isn’t the only position that McDonald’s is enforcing. They are also suing Hungry Jack’s for breach of th...