How to report counterfeit listings on eBay with VeRO

What VeRO covers, and what it doesn't

VeRO is eBay's programme for intellectual property owners. eBay describes it as being 'only for rights owners or their authorized representatives', and it accepts reports about listings that infringe your trademark, copyright or other IP, including listings for goods that are 'counterfeit, fakes, or replicas' and listings that use your copyrighted photos or text without permission.

It is not a tool for controlling distribution. eBay will not act on reports that try to stop where or how genuine products are resold, or that try to prevent sales below a price point. If the goods are genuine and the listing is honest, VeRO is the wrong route, and reports like that are rejected.

What to have ready

• Proof of your rights. Trademark registration numbers for the countries the listings target, or links to your original photos and copy for copyright claims.
• The exact listings. Item numbers or listing URLs, not a seller's shop page.
• Evidence for each listing. Dated screenshots showing what infringes: the logo, the copied photo, the product. For counterfeits, anything that proves the goods are not yours, such as a test buy.
• Authorisation, if you file for a client. Agents act for the rights owner and need their authority. Our letter of authorisation covers this when we file for you.

The Takedown Evidence Checklist builds the eBay-specific list for your claim type.

How to file a VeRO report

1. 1

   Get access to the VeRO Portal

   The portal is where eBay says you 'submit reports, manage multiple brands and track your account activity'. eBay's public pages do not set out the sign-up process in detail. They point you to the portal and to askvero@ebay.com, so start there if you do not have access yet.

2. 2

   Choose the right reason

   eBay uses reason codes that differ by marketplace (for example, a code for unlawful importation of a trademarked product). Pick the one that matches what you can prove. A trademark reason for a copied photo, or a counterfeit reason without evidence, is the quickest way to a rejection.

3. 3

   Add the listings

   Report each infringing listing. eBay's FAQ refers to the report as a Notice of Claimed Infringement (NOCI).

4. 4

   Submit and track

   Track your reports in the portal. If you need to withdraw one, email askvero@ebay.com from an authorised address.

For copyright problems on US listings, you can also send a DMCA notice to eBay's designated agent at copyright@ebay.com, with the standard elements of 17 U.S.C. § 512(c)(3). Our DMCA notice template includes all of them. eBay says non-US and non-copyright concerns must go through the VeRO Portal.

What happens after you report

1. eBay checks the report is complete and may contact you for more information.
2. If the listing infringes, eBay says it 'may be removed', and the seller is notified with an explanation.
3. The seller can appeal, show that they have your permission, or contact you directly. Expect some sellers to get in touch.
4. Sellers with repeated IP violations 'may face further action, including selling restrictions or account suspension.'

eBay does not publish a response time for VeRO reports, so be wary of anyone quoting one as official.

Counter-notices

Counter-notices only apply to US-based copyright reports. If a seller files one, eBay sends it to you, and the listing is reinstated after 10 business days unless you tell eBay you have filed a court action. Trademark and counterfeit reports have no counter-notice route, though sellers can still appeal.

Set up a VeRO profile

eBay lets rights owners publish a free VeRO participant profile explaining their policies, for example which products are never sold through eBay or how to spot fakes. eBay says the rights owner is solely responsible for its content. To start one, contact askvero@ebay.com. It will not remove listings by itself, but it tells sellers and buyers where you stand and can cut down repeat listings.

Evidence that holds up on eBay

eBay reviews each report against the listing as it appears, so the evidence has to show the infringement without the reviewer needing to know your brand.

Report each eBay site with rights valid in that country. A listing on ebay.co.uk aimed at UK buyers needs UK or EU-wide rights behind the trademark claim; a copyright claim over your own photos travels much further because copyright protection is international.

If a seller contacts you after a removal, keep the conversation in writing and do not retract a report unless they show they have your permission or that the goods are genuine. Retractions go to askvero@ebay.com.

Why VeRO reports get rejected

• The wrong claim type. Copied photos are copyright; your name or logo is trademark. Mixing them up is the most common avoidable error.
• Rights in the wrong country. A trademark registered only in the UK is weak against a listing on ebay.com aimed at US buyers.
• Distribution or pricing complaints. eBay will not enforce where or at what price genuine goods are resold.
• Not enough evidence. A listing that looks suspicious is not proof. Show the copied element, or prove the goods are fake.

Removed listings often reappear under a new seller account. Search your brand and run your best product photos through a reverse image search every week or two, or let us monitor eBay for you.