L'Oréal, the French cosmetics giant, today accused eBay of putting consumers at risk by failing to stem the sale of fake products on its site.

In the latest of a series of high-profile legal cases it has brought against the auction site, L'Oréal said that eBay's measures to stop counterfeiters were ineffective.

Henry Carr, QC, opening the case before the High Court in London, told the judge that L'Oréal objected to the sale of counterfeit products, parallel imports, unboxed cosmetics and testers.

Thousands of L'Oréal-branded items such as fragrances, eyeshadow and moisturising creams are listed for sale on eBay every day.

L'Oréal claims that consumers could be in danger if they purchase poorly-made and untested products without realising they are not genuine.

It said: "L'Oréal therefore chose to take legal action in order to protect consumers and also to maintain and defend the reputation of its brands, the products of which are guaranteed for safety and quality within legal distribution channels."

eBay, which is contesting the allegations, argues that it merely provides a trading platform and has no direct involvement in the sale of goods.

Mr Carr rejected this: "We say that clearly they do [have direct involvement]."

L'Oréal has brought similar cases in Belgium, France and Germany and is set to launch proceedings against eBay in Spain.

It lost the case in Belgium and a ruling on the case in France is expected later this week.

Last year a French court ordered eBay to pay €38.6 million (£31 million) to LVMH, the designer company that owns Louis Vuitton. The haute couture group had sued eBay for allowing counterfeit handbags and clothes to be sold on its website.

The case in London continues.

Explore Law

• Columnists

• Law Panel

• Law Reports

• Student Law

Times Recommends

• The best legal yarns this Christmas
• Legal school 'earned £1m by exploiting bar course'
• Axe may fall on 5,000 more City lawyers