FORT WORTH, Texas: The planet's largest airline has issued a writ seeking damages from the galaxy's biggest internet company, alleging infringement of its trademarks by selling them as search terms.

At issue are terms like American Airlines and, both of which have allegedly been sold by Google as search terms. However, with the hubris befitting the world's 20th largest company by brand value, Google is dismissive of AA's claim.

"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," says the search titan.

American Airlines insists it has no wish to prevent the display of search terms, it merely seeks "relief for the damages such practices are creating." It did not quantify that "relief".

Data sourced from Sydney Morning Herald; additional content by WARC staff