A leading online retailer has announced plans to reduce the amount of counterfeit goods sold through its service.

A new plan to cut down on the number of counterfeit goods sold through eBay's UK site has been launched.

The auction site has created the Fighting Fakes with eBay campaign to tackle the sale of fake consumer electronics items.

It is hoped the move will boost consumer confidence in the website, which in turn could boost the number of parcel deliveries arranged through it.

Doug McCallum, senior vice-president of eBay Europe, said: "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."

Recent research by eBay revealed that 64 per cent of online businesses are confident about the future, while even more intend to expand their operations over the coming months.

Article Added: 21/05/2009 09:26:34