Mon, Aug 20, 2007
Accuses Google of Selling AA Trademarks
American Airlines announced Friday
it sued internet mega-search provider Google, on the grounds of
selling search words involving the carrier's name. The lawsuit is
the latest in a string of cases brought by businesses; all argue
Google's advertising system is used unfairly by competitors to
"steal" business.
Google's pay-per-click system is the company's main source of
revenue, and Google has prevailed in similar lawsuits -- including
one by auto insurer GEICO. According to the New York Times, Google
faces trial in California this year for a case brought by American
Blind and Wallpaper Factory.
The lawsuit filed Thursday by American Airlines accuses Google
of violating trademark laws by selling search terms such as
"AA.com" or "American Airlines" to other businesses for advertising
purposes.
The airline claims Google is selling the right to use its
trademarks, or terms markedly similar to those trademarks, to
competitors. The resulting search can then be used to direct
searchers to the competition's own websites, reports the Times.
According to the court filing, "this lawsuit involves efforts by
certain companies to free ride on American Airlines' brands through
use of Google's technology."
Google maintains it is on solid ground. "We are confident that
our trademark policy strikes a proper balance between trademark
owners' interests and consumer choice, and that our position has
been validated by decisions in previous trademark cases," the
company said in a statement.
American Airlines claims it does not want to prevent the display
of search terms, but intends to stop Google from selling its
trademarks.
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