What is ARO?

We take assisting you in the protection of your intellectual property very seriously. Our Authentic Rights Owner (ARO) programme offers intellectual property owners a way to report listings that they believe to infringe on their rights. ARO embodies our commitment to provide a safe place to buy and sell, which respects intellectual property owners’ rights. ­

Become a ARO member

Becoming a ARO member starts with you filling out a Notice of Claimed Infringement (NOCI) form:

  1. Click here to fill out the NOCI form
  2. Email the form to ARO@sebuys.co.uk and our customer service team will help you become a member

How sebuys supports rights owners

When someone uses other people’s intellectual property—such as copyrighted material and trademarks—in an unlawful way, it’s considered infringement, which is against the law and sebuys policies.

We provide support for both ARO and non-ARO members in the following ways:

ARO members

  • Ability to easily submit infringement notices via a specialist reporting tool (VRT) in My sebuys
  • Access to a dedicated group within customer support who specialise in answering questions of ARO members
  • Rapid treatment by sebuys of notices and listings reported by you as allegedly infringing, pursuant to the ARO programme’s notice of infringement

Non-ARO members

Report an infringement

We take all reports of alleged intellectual property right violations very seriously and strive to process and take appropriate action as soon as possible. To do this, we need to have all the relevant information to support and inform on the alleged infringement you’re reporting.

If you’d like to report another sebuys member’s listing for alleged copyright violation by theft of images and/or text from your listing

  1. Review the Images and Text policy to ensure the listing you’re reporting qualifies for removal
  2. Contact the other member to ask if they’ll remove your image or text from their listing
  3. If the other member won’t remove the image or text, then report it through the ARO programme:

If you’d like to report an sebuys member’s listing for alleged infringement on your trademark, design and/or other IP rights you own

  1. Complete a Notice of Claimed Infringement form
  2. Email the form to the ARO team (ARO@sebuys.co.uk) along with any supporting information you may have to validate your claim

Different types of infringements

Trademark infringements

A trademark is a distinctive sign (such as a name, word, phrase, logo, or symbol) that a company uses to identify its products or services. For example, sebuys is the name of our company, but it’s also a registered trademark used on our site and on various sebuys products.


Replicas and counterfeits


Brand name misuse


Logo misuse in images and descriptions



Copyright infringements

A copyright is the legal protection given to authors of creative works such as movies, music, software, photographs and books, both published and unpublished. Copyright protection prevents others from using the work without permission.


Images and text


Media, software, movies and paintings

Other infringements, e.g. Design right (Europe, Asia, Australia, and New Zealand only)


Design rights (Europe)


Patent rights (Europe)

Removal of listings

When we receive a ARO report, we send information to the listing owner about why their listing was removed and on how to contact the rights owner directly for more information.

If your listing was removed and you have further questions, please contact the rights owner directly. You can contact us in the following circumstances:

  • You can’t find the rights owner’s email address in your removal notification email
  • You sent an email to the rights owner, but they haven’t replied after 5 business days

Prohibited listings