How do I report a counterfeit on eBay UK or eBay Germany with VeRO?

This is general information, not legal advice. If a dispute escalates, talk to independent licensed IP counsel.

Who can report a counterfeit on eBay UK or eBay Germany?

eBay's UK VeRO page says the Verified Rights Owner programme is only for rights owners or their authorised representatives. The German VeRO page describes the same programme in German.

If you are not a rights owner, eBay points you to the question mark icon on the item page, then "Submit report." That is a general report, not a VeRO filing.

Our broader walk-through, mostly from the US side, is in how to remove a counterfeit listing on eBay with VeRO. If you have already worked through the Canadian version, see how to report a counterfeit on eBay.ca with VeRO. This post covers UK and Germany only. We did not verify eBay's programmes for its other European sites (France, Italy, Spain, Ireland), so we say nothing about them here.

What can VeRO act on, and what can't it?

According to the UK page, you can report listings that infringe intellectual property rights, are counterfeit, fakes or replicas, or use copyrighted content without permission.

It does not cover:

• Controlling where or how a product is resold.
• Preventing sales below a price point.
• Government-controlled illegal items.
• Distribution or selective selling agreements. eBay says VeRO only applies to IP rights and does not restrict sales based on distribution contracts unless there is a valid IP violation.
• Stolen items. For those, eBay says to contact law enforcement.

If your problem is a genuine product sold below your price, this is the wrong tool.

Should I use the NOCI form or the VeRO Portal?

Both pages describe two routes:

• The NOCI form. Complete the Notice of Claimed Infringement online and send it to eBay. On the German site it is called the "Mitteilung ueber moegliche Rechtsverletzung." The UK page gives askvero@ebay.com as the contact, and the German page gives askvero@ebay.de.
• The VeRO Portal. eBay says you can use it to submit reports, manage multiple brands and track account activity. If you protect several brands or file regularly, this is the more practical route.

Email addresses and page wording change, so use whichever address the current page shows for the eBay site where the listing sits.

Is there a UK or German version of the NOCI?

We cannot show you separate UK or German NOCI text. What we can show is the standard NOCI form, which is the one we work from. We also could not open eBay's UK and German intellectual property policy help pages, because eBay's verification wall blocked them, so we do not quote them. Everything above comes from the two VeRO pages.

What does the NOCI ask for?

Preparing these in advance makes the filing quick:

1. Your details. Name, mailing address and an email address for communication with eBay.
2. Proof of authority. If you report for the IP owner, expect to show your authorisation.
3. Item numbers or product URLs. List every listing you are reporting.
4. One reason code per item. For a counterfeit trademark, code 1.1. Code 2.1 is for listing content that infringes a trademark. Code 3.2 is a counterfeit that infringes copyright, and 4.1, 4.2 and 4.3 cover copied text, images, or both. Codes 5.1 and 5.2 are for patents and registered designs, and 6.1 is other.
5. Why it infringes. A short, concrete description.
6. Registration details, if the right is registered.
7. Jurisdictions. The form asks in which jurisdiction(s) the relevant intellectual property is protected.
8. A declaration that the information is accurate and made in good faith.

Does a US trademark count for a UK or German listing?

This is the question US brands ask us most, and we will not guess. The NOCI asks where your right is protected, so a reviewer will read that answer. We do not know how eBay weighs a US-only registration for a UK or German listing, and eBay's public pages do not say.

What we can source is the legal baseline. The USPTO says trademarks are territorial and that a U.S. patent or trademark does not afford protection in another country. The UK government says a UK trade mark only protects your brand in the UK and the Isle of Man. So a US registration, by itself, is not a UK right and is not an EU right.

The practical takeaway: answer the jurisdiction question truthfully. Do not list the UK or Germany as a protected jurisdiction unless you can point to the basis. We cover the same gap for Amazon in does US Amazon Brand Registry protect the UK and Europe.

Does an EU trademark help on eBay UK?

Less than people assume. The UK government states that since 1 January 2021, EU trade marks are no longer protected trade marks in the UK. The UK and the EU are separate territories for trademark purposes, so a brand with only an EU registration should check what comparable UK rights it holds before filing on eBay UK. For eBay Germany, the question flips: a UK registration alone is not an EU one.

What if I only have copyright in my own photos?

Copyright can be the stronger route for stolen listing images. In the UK, the government says you get copyright protection automatically and do not have to apply or pay a fee, and there is no UK register of copyright works. The EU IP Helpdesk says copyright arises from the moment of the work's creation and no registration or other formality is required.

So photos you took yourself can support a copyright reason code (4.2 for images) even if you have no UK or EU trademark. Be specific about which images were copied and where your originals live. If the listing is a true counterfeit and also uses your photos, report each issue under its own code. Our guide to trademark vs copyright complaints on marketplaces explains how to choose.

What happens after I report?

According to the UK page, eBay reviews the report for completeness and accuracy and may contact you. If the listing violates IP rights, it may be removed and the seller notified with an explanation. Repeat violators may face selling restrictions or suspension. The German page adds that the seller is told of the action and, where the seller has a right to complain against the measure, is informed of it. Use a monitored brand inbox and answer factually.

If the listing stays live, eBay gives three possible reasons: the seller may have removed the content first, the listing may have been reinstated after a successful appeal, or eBay may be waiting for more information. Check which applies before refiling.

If you reported in error, eBay says to email the VeRO team from an authorised address to retract it: askvero@ebay.com for the UK, askvero@ebay.de for Germany.

How we handle it

Hauserman Listing Guard is not a law firm. For eBay UK and Germany we confirm which rights you actually hold there rather than assume, monitor listings, prepare the evidence, and file human-reviewed reports as the brand owner's authorised agent. Where legal work is needed, we coordinate qualified local counsel so you keep one point of contact.

Sources

• eBay UK: Verified Rights Owner programme
• eBay Germany: VeRO
• eBay: Notice of Claimed Infringement form
• USPTO: IPR toolkits
• GOV.UK: How to register a trade mark
• GOV.UK: EU trade mark protection and comparable UK trade marks
• GOV.UK: Copyright
• EU IP Helpdesk: Copyright