Aug. 18--American Airlines has sued Google, claiming that the Internet search giant is stealing the carrier's trademarks for an advertising program.
The suit, filed late Thursday in U.S. District Court in Fort Worth, asks the court to stop Google from selling "sponsored links" to companies when users type in trademarked words or phrases, like "American Airlines" or "AAdvantage miles." The suit also asks Google to pay damages and legal costs.
"We have a great relationship with Google," said Billy Sanez, a spokesman for American. "But we have concerns about this matter and want to get it resolved."
At issue is Google's practice of letting companies pay to be featured when users search for certain terms or phrases. Those results, listed as "sponsored links," are featured above or next to the other search results. American says Google routinely sells its trademarked phrases to other firms.
For example, a search for "American Airlines" brought back paid links sponsored by the Mexican airline Mexicana, and by travel sites called CheapoAir.com and Cheapair- fareis.com.
"Many of Google's sponsored links are expressly designed to draw consumers away from American Airlines' websites," the suit states. It also "misleadingly communicates to consumers that such links are endorsed or sponsored by American Airlines."
Jon Murchison, a Google spokesman, said the firm is "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."
Several companies have sued Google over the practice, but American is one of the largest. One case, filed by American Blinds and Wallpaper, could go to trial later this year.
Shares of AMR Corp., American's parent (ticker: AMR), closed Friday at $22.44 a share, down 3 cents.
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Trebor Banstetter, 817-390-7064
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