American Airlines has filed suit against Google, claiming that opportunistic rivals have managed to get their adverts listed alongside the airline's own in specific searches.

The company accused Google effectively of selling ads to other companies against trademarks owned by America Airlines.

Google's AdWords scheme allows companies to buy adverts which are listed against specific search terms in Google.

Naturally, American Airlines bought some ads against trademarks that it owns. But it appears that rival companies have been popping up on these searches as well, suggesting that Google sold the same search terms to another firm.

"The business issue American Airlines has with Google is not related to its overall business model," the airline said in a statement.

"Rather, the dispute is centred on Google's process of allowing other companies to purchase the right to use American Airlines trademarks for internet search.

"American Airlines wants to make it clear that its dispute does not seek to prevent the display of search results that reflect consumers' interests or choices.

"American Airlines is only asking Google to stop selling our trademarks to others who are purchasing them and related terms to confuse and/or divert consumers searching for AA.com or American's products."

The airline is seeking relief for the "damages such practices are creating".