American Airlines, the US largest airline, has filed a complaint against the Web search giant, Google, because of its AdSense program. According to the lawsuit filed in the U.S. Court for the Northern District of Texas, American Airlines accuses Google to sell search words involving its name and trademarks.

Specifically, American Airlines wants to block Google to sell search terms such as "American Airlines" or "AA.com" to other companies for advertising.

"This lawsuit involves...efforts by certain companies to free ride on American Airlines' brands through use of Google's technology”, said the legal representatives of American Airlines in the filing.

In a pres statement, American Airlines said it does not want to prevent the display of search terms, but wants Google to stop selling its trademarks and related terms.

“The business issue American has with Google is not related to their overall business model. Rather, the dispute is centered on Google's process of allowing other companies to purchase the right to use American Airlines trademarks for Internet search. In working through this business dispute, American is hopeful that it will continue professional, friendly and fruitful relationships with Google, while finding an appropriate resolution to the trademark issues.” said the company.

Similar lawsuits were filed before against Google. Two years ago, the search company has solved a similar complaint from Geico Corp, the US auto insurer. Also the company faces a November trial in a lawsuit filed by American Blind & Wallpaper Factory Inc.

But Google believes that its trademark policy “strikes a proper balance between trademark owners' interests and consumer choice” according to a company a statement.