Ebay has won an important legal battle in a long-running war with luxury brand owners over the sale of counterfeit goods on its auction site, potentially paving the way for a more united approach towards fighting fakes.

The skirmish between Ebay and L’Oréal, the French cosmetics giant, is part of a series of lawsuits worldwide about who should be responsible for policing internet sales, particularly in high-value markets such as handbags, jewellery and perfume.