L'Oreal has launched legal action against eBay for allowing the sale of counterfeit materials. The online auction house claims to watch listed products closely for fugazis, and makes efforts to deal with fakers rather quickly, either removing the items in question, or suspending the accounts of sellers who list them.

L'Oreal is just the latest large retailer to take legal action. Louis Vuitton and Tiffany's have also filed complaints against eBay claiming the company is not doing enough to combat the sale of counterfeit goods. Although individual eBay users are selling the products, eBay gets a cut of each sale. L'Oreal is taking the legal action to protect consumers, and hopes that eBay beefs up its efforts to combat the several million euros worth of counterfeits sold annually which are damaging to brand reputation and in violation of international trademarks.