Trademark guides / Chanel
Is “Chanel” safe to use on eBay?
No, not unless you’re selling the genuine brand. “Chanel” is a trademark of Chanel.
Use "Chanel" only for authentic Chanel items, and never suggest you're affiliated with the brand.
Why it’s a problem
Chanel enforces hard, even against resellers. In 2024 a New York jury found reseller What Goes Around Comes Around liable on all four claims, including false association, and awarded Chanel $4 million. Use the name only for authentic items and never imply a link to the brand.
What eBay does when it’s reported
Brand owners report listings to eBay through its Verified Rights Owner (VeRO) program, and eBay removes the reported listings. Repeated removals can restrict or suspend your account. eBay's search manipulation policy also bans comparing your item with other brands' products.
eBay titles are only 80 characters, so sellers squeeze in popular keywords. A trademarked keyword in the title is the most visible place to be caught.
What to write instead
- quilted chain bag (for non-Chanel items)
- tweed jacket
- classic flap-style bag
Check the rest of your listing
One trademark is rarely the only risk. The scanner checks your whole title and description against eBay’s own rules and every term in our trademark list.
Related
Source: The Fashion Law: Chanel prevails against WGACA
General information, not legal advice. Trademark status can change; this page was last checked on 2026-10-10.