eBay UK announced a new anti-counterfeit campaign to recruit members of the consumer electronics industry to work in partnership with the online marketplace to tackle the global challenge of counterfeits online.

The new anti-counterfeit campaign, "Fighting Fakes with eBay," will encourage rights owners to join eBay's Verified Rights Owner program (VeRO) and use their expertise to ensure that potentially fake items are removed before consumers are able to purchase them.

Doug McCallum, Senior Vice President, eBay Europe said, "Counterfeiters' sophistication keeps increasing, making it ever harder to differentiate a genuine item from a fake. We invest millions of dollars annually to prevent potential counterfeits from appearing, and millions more removing from our sites the few that slip through. Clearly, as we do not have the expertise to assess the authenticity of every branded product, we are unable to tackle the problem alone.

"The fight against counterfeits requires a coordinated and global approach - with Governments, rights owners, law enforcement and industry working together to combat the issue. We hope this latest anti-counterfeit initiative will raise awareness and put the VeRO programme and the support it offers, front of mind with rights owners."

Link to press release