Concerned over the sale of counterfeit good, L'Oreal has reported eBay to the police in the UK, as well as in France, Belgium, Germany and Spain.

Noting an increase in the sale of counterfeit perfumes on some auction sites, L'Oreal has decided to challenge eBay to protect the brand and keep its customers' trust. Although eBay and L'Oreal had been in discussions they failed to come to an amicable decision.

Christian Dior, jeweller Tiffany's and Louis Vuitton all filed similar lawsuits against eBay last year. eBay has since said it has investigated all cases of counterfeiting highlighted by these companies and taken action to prevent it happening again such as the Verified Rights Owner Program (VeRO) which allows property owners to report listings that infringe their rights.

According to reports, the damage caused due to sales from counterfeit goods sold via eBay is said to be several million euros.

L'Oreal has not said whether it is seeking damages from eBay.