Not to be picayune, but a surname that has come to be associated with a well-known product is registrable as a trade mark in Canada (I did a lot of trade mark legal work in a past profession). For interest, from CIPO's website, same link as above:
"An exception to this rule is if you can prove that your goods or services have become distinctive under the name or surname so that the word has acquired a secondary meaning in the public mind."
So, for example, "Chanel" could be (and probably is) registered in Canada.
However, this has nothing to do with eBay's "brand misuse" policies, which are supposed to prevent sellers from taking advantage of the visibility of recognizable brand names, either by association or out-and-out fraud. Whether a particular trade name or mark could be registered in Canada is irrelevant -- if it's a popular brand with world-wide recognition, they will restrict its use to authorized sellers.
You can of course call a dog anything you like, but I think eBay would probably remove a listing to sell a dog named "Microsoft Office" or "Chanel", or similar well-known brand name, for the reasons mentioned. It amounts to tagging along on the coat-tails of someone else's established name to make a sale, and I can completely understand eBay restricting this sort of back-door fraud.
However, the big problem, as "fatdane" has discovered, is that eBay's computer "police" searches don't have human judgment and/or (what is worse) most of their human surveillance people don't seem to have enough understanding to tell the difference between, for example, a historical figure and a luxe jewellery brand.
To 'fatdane' -- just a word of advice, as I've been on the receiving end of extremely stupid removal of listings based on erroneous decision-making by eBay in somewhat similar circumstances. You may find your listing will be removed as well. If it is, you can try Customer Service, although I found them completely uninformed and totally confused on the subject of brands, trade names, etc. I finally had to bring the matter up with the "Pinks" and it got resolved, thank goodness, as it would have restricted an entire category of my items.
There is little else you can do except wait and see if the brand police take your listing down. Even if you put a hyphen or some other character between "Jacques" and "Cartier", I think the eBay bots would still pick it up -- it seems they're getting more detailed, but not any more sophisticated, at picking up the real wrongdoers.
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