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American Airlines last year sued Google for serving ads on its search results that took the users to sites other than American Airlines, when they searched for “American Airlines” or similar keywords. The argument made by American Airlines was that, Google is infringing on American Airlines trademarks by allowing others to buy ads for the keywords. Google didn’t contested the lawsuit and quietly settled out of court.

Having tasted blood, American Airlines is at it again – and now they are suing Yahoo for doing exactly the same thing. But this time the results aren’t the same as American Airlines might have expected, as Yahoo has decided to fight back because some in the law profession believe that the law is not clear about it. However the one thing that Yahoo has done is to make sure that it doesn’t serve ads besides “American Airlines” keywords till the dispute is settled.