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.

FMI: www.aa.com, www.google.com