American Airlines said that it finally sued Google after the Mountain View company sold adverts published on the SERP that are related to its trademark. According to the complaint, every time a user types "American Airlines" or "AA.com" on the Google search engine, the sponsored links will redirect him to other websites owned by the competitors. Reuters reported that the airline firm accuses Google for violating the trademark laws and requires the search giant to immediately remove the adverts that are related to its brand.

"This lawsuit involves...efforts by certain companies to free ride on American Airlines' brands through use of Google's technology", it is mentioned in the complaint according to Reuters.

Google doesn't seem to be bothered by the lawsuit and sustains that it is protected because its trademark guidelines are protecting the company of this kind of complaints. "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," Google said for the same source.

This is not the first time when the Mountain View giant is accused for selling adverts related to other companies although the buyers were exactly the competitors of that certain firm. However, Google has a very attractive product since millions of users are searching the Internet using its technology and some of them might be really interested in the adverts published on the search engine results page.

It's a well known fact that Google owns the best advertising platform on the Internet but this doesn't seem to protect the company of lawsuits. Moreover, some of the Internet firms might really want to fight against the search giant and decide to file lawsuits in order to damage the company's image which brings Google a lot of money.