No Perfume on eBay (Photo Courtesy LVMH Lowe)

EBay Inc. lost an appeals court bid to halt a ruling that ordered it to stop online sales of LVMH Moet Hennessy Louis Vuitton perfumes. This ruling prevents eBay, or anyone selling on eBay Worldwide from listing any perfume from these manufacturers unless they are an authorized dealer. 

This ruling even goes so far as to prevent consumers from selling perfume received as gifts.

A Paris appeals court upheld a 50,000-euro ($80,000) fine for each day that EBay allowed the sales to continue, LVMH said.

The order was part of a 40-million-euro verdict last week over claims that San Jose-based EBay didn't do enough to block the sale of fake goods

My opinion on this....

The ruling shows the World that eBay is not the only entity to make a few bad decisions.  Preventing knock offs and couterfit products from flooding the market is not eBay's job.  eBay does not sell anything listed on their venue. All these things have been argued in court before...

The point I am so confused about is how does a single sale from an end user/consumer effect the bottom line of any of these brands?

In my book, if a perfume or purse or anything is valuable enough for someone to sell on eBay, or to even think they should sell it on eBay if they did not want it as a gift, then this perceived value really increases the brand value.  It would be a simple matter for eBay to restrict the quantity sold for a single seller ID to X amount of units per year. 

Why in the World would French legal officials see it as piracy to sell a gift purchase of a single bottle of perfume?