eBay Promotes Authenticity in New Campaign

Online marketplace eBay is trying to shake off its association with counterfeit products with a new advertising campaign that points to its recent efforts to guarantee authenticity of some product categories sold on its platform.

The ‘Everyone Deserves Real’ campaign highlights the work of eBay’s authenticators, claiming they are ‘making sure you never get faked over again.’

‘The details, inspected. The fakes, rejected,’ continues the 30-second ad.

The Authenticity Guarantee, launched in 2020, is a multi-step process designed to reassure eBay users that they can shop with complete confidence on the site. By labelling all eligible products with an authenticity badge, shoppers can easily locate items that provide the authentication service, which includes professional authentication of the product, a multi- point inspection, an authentication tag, and secure signature-required delivery.

However, the service is limited so far to just a few selected product categories – sneakers, high-end watches, luxury bags, trading cards and fine jewellery – and does not apply to the bulk of goods sold through the platform.

When it extended the programme to include fine jewellery in June, eBay said it had authenticated more than 2 million items across the five categories since the service was first launched, and in the next two years, it is expected to surpass 5 million items.

To put that into context, there is estimated to be around 1 billion active listings on eBay at any one time.