LOreal launches UK eBay action

LOreal has launched legal proceedings at the UK High Court against eBay in the latest stage of its battle against counterfeiters and copy-cat brands

L’Oreal has launched legal proceedings at the UK High Court against eBay in the latest stage of its battle against counterfeiters and copy-cat brands.

The UK is the fifth country the cosmetics company has brought a case in against the online auctioneer as it ramps up its efforts to stop the selling of fake versions of its products.

L’Oreal says eBay sells counterfeit versions of its products and could do more to stop the transactions. The website argues it just provides a platform for sale and that responsibility for trademark protection is L’Oreal’s.

The launch of proceedings follows the advice given by an advocate general at The European Court of Justice last month that the cosmetics giant should not have right to be able to stop rivals marketing low-cost copies of its perfume brands.

The advice was given following a case and subsequent appeal L’Oreal brought in the UK against Bellure, which distributes perfumes that copy the smell of L’Oréal products and uses the names of its perfumes in comparison charts designed to indicate which scent it replicates.

EBay was also accused of selling fake Louis Vuitton and Christian Dior goods by the brands’ owner LVMH last year.

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