Key Takeaways

  • The eBay Verified Rights Owner (VeRO) program allows trademark and copyright holders to report unauthorized or counterfeit listings efficiently.
  • Sellers accused of eBay trademark infringement may face listing removals, account warnings, or permanent suspensions if violations continue.
  • Common eBay VeRO violations include selling counterfeit goods, using trademarked logos or brand names without permission, and misrepresenting product authenticity.
  • Sellers can appeal VeRO removals by contacting the rights owner or submitting documentation proving authorization or authenticity.
  • Preventing eBay VeRO violations involves using original photos, accurately describing listings, verifying suppliers, and checking brand restrictions before selling.

eBay Trademark Infringement

eBay trademark infringement can only be proven through the website's VeRO program. In order to show its commitment to providing customers with a safer buying atmosphere while protecting intellectual property owners, it launched the VeRO Program. eBay's Verified Rights Owner (VeRO) program permits someone who holds rights to intellectual property, along with their authorized representative, to submit a report on any listing that infringes on IP rights.

Understanding the eBay VeRO Program

The eBay Verified Rights Owner (VeRO) program is designed to protect both intellectual property (IP) holders and consumers from counterfeit or unauthorized items. It enables rights owners to report listings that infringe on copyrights, trademarks, or patents. When a report is submitted, eBay investigates the claim and removes the offending listing if the claim is valid.

The goal of eBay VeRO is to maintain trust across the platform by ensuring that listings represent legitimate products. Brands such as Nike, Apple, and Disney are active participants, using the program to monitor unauthorized sales and counterfeit goods. Sellers must understand that listing branded items without proper authorization—even if genuine—can lead to removal if the brand prohibits reselling or uses selective distribution practices.

VeRO protects several types of intellectual property, including:

  • Trademarks – Protect brand names, logos, and symbols.
  • Copyrights – Protect creative works such as images, product descriptions, or packaging designs.
  • Patents – Protect inventions or unique product designs.

Understanding these rights helps sellers avoid eBay VeRO violations while keeping their listings compliant with platform policies.

What Happens to Listings Removed Based on the VeRO Program?

When an eBay listing is removed due to a VeRO complaint, the owner of that listing will receive an email with details as to what caused the listing to be removed. The email will also include contact information for the owner of the IP rights. 

If an eBay member has any questions or concerns about the reasons for removing a listing, the member can follow up with the IP rights owner. If any of the following circumstances apply, the member can also contact eBay directly:

  • The IP rights owner's email is not available in the email
  • The member has contacted the IP rights owner but hasn't heard back in five business days

All eBay sellers must make sure that all items for sale are authentic and the descriptions don't infringe on others' rights.

Some of the most common examples of trademark infringement on eBay include:

  • Unauthorized copies of media, such as audio or video files
  • Products with a trademark that were not made by the trademark owner
  • Unauthorized use of text or images in a listing that the member does not own

Consequences of Repeated VeRO Violations

Sellers who repeatedly violate eBay’s VeRO rules may face severe penalties. While a first offense often results in a warning or listing removal, repeated violations can lead to:

  • Account suspension or permanent ban
  • Loss of selling privileges
  • Negative impact on account standing or feedback score
  • Withholding of funds pending resolution of infringement disputes

In serious cases, rights owners may pursue legal action outside of eBay for trademark or copyright infringement. Sellers are responsible for verifying that their listings do not misuse trademarks or copyrighted materials—even unintentionally. Once a listing is removed, the seller should carefully review eBay’s communication to determine whether the issue involves counterfeit goods, unauthorized use of brand imagery, or inaccurate descriptions.

If you believe your listing was incorrectly removed, you can file an appeal by:

  1. Contacting the rights owner using the information in eBay’s email.
  2. Providing proof of authorization (invoices, licenses, or brand agreements).
  3. Responding promptly and professionally to avoid further penalties.

Reportable Rights Violation

Trademark owners can report listings that include:

  • Replica or counterfeit items
  • Unauthorized use of trademarked photos or content in a listing
  • Products that infringe on your protected trademarks

You may not report a listing because:

  • You want to control distribution of products or reselling to authorized sellers, referred to as selective distribution
  • The items are illegal to sell or controlled by the government, referred to as regulatory compliance issues
  • The brand's contractual terms limit reselling opportunities, referred to as contractual issues
  • The items for sale are listed below a controlled or set price point, referred to as minimum advertised pricing

However, if the listing or item is in violation of trademark protection rights, the VeRO program is the right avenue for reporting it. In fact, the VeRO reporting tool is the most efficient option for reporting listings that are potentially infringing on your rights.

The steps to register for eBay's VeRO reporting tool are:

  • Register for an account through eBay that you haven't used for selling or buying
  • Submit a notice of claimed infringement, including the user ID you have created
  • Submit the notice to eBay: [email protected]

Upon receipt of the claim, the new user ID you created will receive access to the VeRO reporting tool. You will also receive additional instructions. After this step, all claims and reports can be submitted directly through the VeRO tool.

Another option for reporting potential copyright infringements is a notification under the Digital Millennium Copyright Act (DMCA). This notification should be sent to the designated agent at eBay, along with:

  • A description or identification of both the copyrighted work and the location of the material that infringes on your intellectual property rights
  • An electronic or physical signature of the authorized representative with the right to act on behalf of the copyright owner
  • The email address, physical address, and phone number of the copyright owner
  • Statements from the copyright owner that the information presented is accurate and that belief, in good faith, exists that the materials are not authorized by the owner and are, in fact, infringing on the protection rights.  

The designated agent at eBay is available by mail at:

Designated Agent

583 W. eBay Way

Draper, UT 84030

By email at: [email protected]

Or by fax at (801) 757-9521

Common eBay VeRO Violations and How to Avoid Them

Many eBay VeRO violations arise from misunderstandings about intellectual property laws or platform policies. Sellers should familiarize themselves with the most common triggers for infringement reports:

Common eBay VeRO Violations

  • Listing counterfeit or imitation goods.
  • Using brand names or logos in listings without authorization.
  • Copying images or text from official brand websites.
  • Selling items from restricted brands without a license.
  • Misrepresenting used, refurbished, or replica items as genuine.

How to Avoid VeRO Problems:

  • Verify product authenticity – Only source from reputable distributors.
  • Avoid using branded images – Use your own photographs.
  • Describe items accurately – Be transparent if an item is “compatible with” or “inspired by” a brand product.
  • Check eBay’s VeRO participant list – Many brands publish guidelines that clarify what they allow.
  • Keep documentation – Maintain invoices or authorization letters in case your listing is challenged.

Taking these precautions can help prevent accidental VeRO violations and maintain a strong selling record.

VeRO Participant Profiles

As a VeRO participant, you can create a page on eBay's site with information about the rights of the intellectual property. You might choose to include information about:

  • Potential consequences if someone infringes on your IP rights
  • Your products, IP rights, and company
  • Contact information for any questions or concerns
  • Tips to avoid infringing on your protected property
  • Other FAQs

How to File or Respond to a VeRO Report

If you are a rights owner, filing a VeRO report requires submitting a Notice of Claimed Infringement (NOCI) form to eBay. This form identifies the specific listing, explains how it infringes your intellectual property, and includes contact information for verification. Once approved, eBay removes the listing and notifies the seller.

If you are a seller who received a VeRO notice, it’s essential to act quickly:

  1. Review the email notice – Identify which listing was removed and why.
  2. Contact the rights owner – Ask for clarification or submit proof of authorization.
  3. Avoid re-listing the item until the issue is resolved.
  4. Appeal to eBay – If you can prove compliance, eBay may reinstate your listing.

Sellers can also check VeRO participant profiles, where brands outline their IP policies and list the types of violations they actively monitor. These profiles can help sellers understand brand-specific restrictions before listing items.

Frequently Asked Questions

  1. What does eBay VeRO mean?
    eBay VeRO stands for “Verified Rights Owner.” It’s a program that protects intellectual property owners by allowing them to report infringing listings.
  2. How do I know if a brand is part of eBay VeRO?
    You can review eBay’s official VeRO participant directory, where brands list their policies and restrictions on product reselling.
  3. Can I relist an item removed for VeRO infringement?
    No. You must first contact the rights owner or eBay to resolve the issue. Reposting the same listing could lead to account suspension.
  4. How can sellers protect themselves from VeRO violations?
    Use original images, confirm supplier legitimacy, and avoid using trademarks or logos without authorization. Always review brand guidelines before listing.
  5. What should I do if I believe a VeRO claim is false?
    You can contact the IP owner directly using the details provided in eBay’s email or appeal through eBay’s VeRO team by submitting supporting evidence.

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