Choosing a company name

2 min read

Posted: 8th Dec 2020

Choosing a name for your business is a very important task. And more important if you decide to set up as a limited company, as there are rules that may affect your choice.

Before choosing a name, you should use our company name availability checker to ensure your chosen name is not the ‘same as’ an existing name on the register

Sensitive words and expressions

Certain words and expressions need approval by the Secretary of State to be in the name of a company, LLP or in a business name. These controls exist to ensure a name does not mislead or harm the public.

It may not be appropriate to use a certain word if it: 

  • suggests business pre-eminence, a particular status, or a specific function – like ‘British’, ‘Institute’ or ‘Tribunal’
  • implies a connection with the UK government, a devolved administration or a local or specified public authority
  • includes a word that represents a regulated activity
  • includes a word whose use could be an offence

We always manually check all new company names for sensitive words and expressions which may need approval. We will always work to gain approval for a sensitive word and/or suggest alternatives as appropriate. This is free and part of our service.

For example, to use the words ‘Prince’ or ‘Princess’, ‘King’ or ‘Queen’ or ‘Royal’, you’ll need a letter or email of non-objection from the relevant body before the company can be incorporated. This is something we will help with and obtain for you as part of our service. As an example for the word King we would contact you to confirm: 

  • the reasons you wish to use this word
  • whether your organisation already exists, its current activities and future plans
  • details of any royal or government associations
  • details of leading members and membership numbers
  • if the name represents a pub, provide evidence of location and length of time in existence 
  • evidence if the word is a surname
  • any other relevant information

We would then use this to proceed as appropriate and get your company up and running.


Excellent service, thank you, we will continue to use your services for all our company requirements.

Mr A Jones, senior partner – UHY Hacker Young Chartered Accountants

We would like to thank you for your assistance in this matter and would like to state that we would not hesitate in recommending your services due to your efficiency and speed of delivery, Many thanks.

Mr M Langsford – Birmingham City Council

Many thanks for your prompt and highly efficient service – absolutely impeccable. I shall recommend you to all my friends! I really feel I’m in the hands of an expert. Doing business with you has been a thrill and a great pleasure. Finding your site on the internet is truly one of the best things that’s happened to me this year.

Ms Clare James – Limited