How to Choose a Company Name in the UK: Companies House Rules

Choosing a company name looks simple — pick something memorable, check the domain, register it. In practice, the Companies House name rules are stricter than most founders realise, and “same-as” rejection is the single most common reason an incorporation application is bounced. This how-to walks through the rules under Companies Act 2006, sections 53 to 85, and the practical steps to choose a name that will be accepted on first filing.

Step 1 — Understand the “Same-As” Rules

Under Companies Act 2006, section 66, a name is prohibited if it is “the same as” a name already on the register. The detailed rules live in the Company, Limited Liability Partnership and Business (Sensitive Words and Expressions) Regulations 2014 and the Company, Limited Liability Partnership and Business (Names and Trading Disclosures) Regulations 2015.

When deciding “same as”, these are disregarded:

• Word-spacing and punctuation (Acme Solutions = AcmeSolutions = Acme-Solutions)
• “Limited” / “Ltd” / “Cyfyngedig” / “Cyf” suffixes
• ”&” / “and” / ”+” / “plus” treated as equivalents
• Definite/indefinite articles (“the”, “a”)
• Common particles (“co”, “company”, “and company”, “the”)
• Accents and diacritical marks
• Internet endings (.com, .uk, .co.uk)

So “Northwood Ltd” and “North-Wood Limited” are the same. “ABC Group Holdings Limited” and “A.B.C. GroupHoldings Ltd” are the same. Always run the name availability check before committing.

• Name availability checker: https://find-and-update.company-information.service.gov.uk/company-name-availability

Step 2 — Check Sensitive Words and Approvals

Some words and expressions require Secretary of State or regulator approval before they can be used. Under section 54 and the 2014 Regulations, examples include:

• “British”, “United Kingdom”, “England”, “Scotland”, “Wales”, “Ireland” (national or regional connection)
• “Bank”, “Banking” (FCA/PRA approval)
• “Royal”, “Crown”, “Imperial” (Cabinet Office approval)
• “Insurance”, “Reinsurance” (FCA approval)
• “Chartered”, “Chartered Accountant”, “Architect” (relevant Royal Charter body)
• “University”, “Polytechnic” (Department for Education)
• “Trust” — may require explanation
• “Charity”, “Foundation” — Charity Commission view may be needed

The full list is in the gov.uk publication “Incorporation and names” at https://www.gov.uk/government/publications/incorporation-and-names.

If you intend to use a sensitive word, obtain the regulator’s no-objection letter before filing, and attach it to the IN01 application.

Step 3 — Avoid Offensive or Misleading Names

Section 53 prohibits names that, in the opinion of the Secretary of State, would constitute an offence or be offensive. Section 75 allows the Secretary of State to direct a change of name where the name gives so misleading an indication of the company’s activities as to be likely to cause harm to the public.

Common rejections in this category:

• Names suggesting a connection with government when none exists (“UK Government Solutions Ltd”)
• Names suggesting a regulated status (”…Investment Bank Ltd” without authorisation)
• Names that misleadingly suggest a charity or trust status

Step 4 — Choose the Right Suffix

Under section 58, a private company limited by shares must end in:

• “Limited” or “Ltd” (English-jurisdiction companies)
• “Cyfyngedig” or “Cyf” (Welsh-domiciled companies)

A public limited company must end in “public limited company” or “plc”. A community interest company must end in “community interest company” or “c.i.c.” (or the Welsh equivalent).

You cannot mix and match — “AcmeCorp” without a suffix is not permitted for a limited company.

Step 5 — Permitted Characters

Under the 2015 Regulations, a name may contain:

• Letters of the English alphabet (case insensitive on the register)
• Numbers (0–9)
• Permitted punctuation: full stop, comma, colon, semi-colon, hyphen, apostrophe
• The ”&” symbol
• A limited list of additional characters published in the Regulations

Names cannot consist solely of numbers (one or more letters required). Names cannot exceed 160 characters.

Step 6 — Check Domain Availability and Trademark Issues

The Companies House register is separate from the domain name system and from the UK Intellectual Property Office. A name may be available at Companies House but already trademarked. Before committing:

• Search the UKIPO trade mark register: https://www.gov.uk/search-for-trademark
• Check domain availability across .co.uk, .com, and any other relevant TLDs
• Search the European Union Intellectual Property Office (EUIPO) for EU trademarks if relevant

A trademark holder can sue for passing off or trade mark infringement even if the company name is properly registered at Companies House.

Step 7 — Check Council and Local Government Implications

If the name suggests a local government connection (“Westminster Council Holdings Ltd”), the relevant local authority must be consulted. If the name uses “city” or similar, ensure no inadvertent suggestion of municipal status.

Step 8 — Run the WebCHeck Availability Check

Before submitting the IN01, run the proposed name through the Companies House availability checker. The tool gives a real-time same-as analysis:

1. Go to https://find-and-update.company-information.service.gov.uk/company-name-availability
2. Enter the proposed name (without “Ltd” — the tool adds it)
3. Review the results — exact match, similar match, or available

A “similar” result is not necessarily a rejection — Companies House examines exact same-as. But it is a warning sign for objection or future passing-off claims.

Step 9 — Have Two or Three Backups

Always have alternatives ready. Names that look unique often fail same-as because of a forgotten old company. Keep a shortlist of 3–5 ranked names so the application can proceed without a fresh marketing exercise if the first choice is rejected.

Step 10 — File with the IN01

Once the chosen name passes availability check and any sensitive-word approvals are in hand, the name is included in the IN01 application via Companies House Web Filing at https://www.gov.uk/limited-company-formation/register-your-company. The name is allocated on incorporation; the Certificate of Incorporation under section 15 records it.

After Registration — Two Important Rules

1. Section 67 — direction to change name within 12 months. If Companies House later determines that a name is too similar to an existing name, it may direct a change of name within 12 months of registration. This is rare but happens, particularly where the existing company complains.

2. Trading disclosures — section 82. Once registered, the company must display its name and registration details:

• At its registered office
• On its business letterhead and emails
• On its website
• On invoices, order forms, and other business communications

The detailed rules are in the Trading Disclosures Regulations 2015. Failure to display correctly is a criminal offence (relatively minor, but still an offence).

Common Mistakes — Gyoseishoshi View

1. Falling in love with a name before checking. Do the availability check first; build the brand identity around the verified name.

2. Assuming domain availability means name availability. They are entirely separate registries.

3. Forgetting trademark search. A registered company name with an existing trademark for a similar mark in the same class is a lawsuit waiting to happen.

4. Using a sensitive word “to see what happens”. Companies House rejects without approval letters; resubmission costs time.

5. Picking a deliberately misspelled name to avoid same-as. “Acmme Ltd” and “Acme Ltd” may pass the same-as check but invite future litigation and customer confusion.

Conclusion

Choose the name once, check it three times, and have backups ready. The Companies House same-as rules are stricter than they look, sensitive-word approvals take time, and trademark issues are entirely separate. A 30-minute search at this stage prevents months of trouble later.

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Disclaimer

This article provides legal information, not legal advice. MmowW Scrib🐮 is a document preparation service operated by a licensed Gyoseishoshi (行政書士) office in Japan. We are not solicitors, barristers, or attorneys.

Sources

1. Companies Act 2006 (sections 53–85): https://www.legislation.gov.uk/ukpga/2006/46/contents
2. Incorporation and names guidance: https://www.gov.uk/government/publications/incorporation-and-names
3. Companies House name availability checker: https://find-and-update.company-information.service.gov.uk/company-name-availability
4. UKIPO trademark search: https://www.gov.uk/search-for-trademark