Oct. 10 (Bloomberg) -- EBay Inc., the world's largest online auctioneer, denied charges it broke U.K. law by allowing the sale of contact lenses on its Web site.

The General Optical Council, which regulates U.K. opticians, is prosecuting EBay's U.K. subsidiary on 10 counts of aiding and abetting the sale of contact lenses ``not effected by or under the supervision of a registered medical practitioner or registered optician,'' according to court documents.

EBay pleads not guilty to all 10 counts, Mark Milliken- Smith, a lawyer for the company, told a hearing at the City of London Magistrates' Court today.

The first seven charges carry a maximum fine of 2,500 pounds ($4,400) and the other three a maximum fine of 5,000 pounds, General Optical Council lawyer Nick Leale said in an interview outside the courtroom.

Consumers who buy contact lenses without prescriptions risk eye infections, the regulator said in a statement last month.

The lenses were sold on EBay between March 21 and July 24 this year, according to court documents. A trial will take place March 6 next year in central London, the court heard.

To contact the reporter on this story: James Lumley in London at jlumley1@bloomberg.com.

Last Updated: October 10, 2005 07:42 EDT