sued Google over the search giant's sale of par-per-click keyword ads for rivals triggered by its own trademarks. AA filed (PDF) a lawsuit on August 17 in U.S. District Court in Fort Worth, Texas seeking unspecified damages.
A Google visitor who enters certain words or phrases that American trademarked - for example, Aadvantage, the name of its frequent-flier program - will get links to American's Web site but also its rivals under "sponsored links" - targeted ads that appear alongside the regular search results.
However, Google spokesman Jon Murchinson insisted the company is confident that their trademark policy strikes a proper balance between trademark owners' interests and consumer choice, and that their position has been validated by decisions in previous trademark cases, such as a 2005 settle between Google and insurer Geico Inc. Source: Taipeitimes
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