Online giant eBay has bowed to pressure from retailers and marketing bodies by announcing new rules to counter the threat of fraudulent vouchers on the web.

The move comes after The Grocer last week revealed growing anger over the spread of fake vouchers - thought to cost the industry £1.5m a year - on websites like eBay. Fraudulent vouchers currently in circulation include coupons for Carling, Nestlé, Birds Eye, Pampers and L’Oréal.

Under the new limits, users will be confined to putting a maximum of 25 vouchers per month up for sale or £100 worth, whichever is less.

Revealing its new rules this week, eBay warned that listings breaching the limits would be removed. It also told sellers they “may be subject to a range of other actions, including restriction of buying and selling privileges and suspension of your account”.

The website is also banning the sale of coupons allegedly for free products - another popular scam.

The crackdown follows long-running discussions with the Institute of Promotional Marketing, representing the UK’s promotions industry. “These new eBay guidelines are a breakthrough in the IPM’s campaign to get the message across that money-off coupons should not be misused,” said Charles D’Oyly, chairman of the IPM’s coupon council.

“It’s in the interests of manufacturers, retailers and consumers that coupons and vouchers should be used responsibly. We believe the guidelines will help to ensure coupons and vouchers remain highly effective tools for UK marketers and continue to save consumers money.”

IPM chairman Becky Munday added: “We’re extremely pleased with the steps made by eBay. They reflect eBay’s commitment to ensuring it remains a safe and trusted marketplace.”

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