Forming a Business

5. Choosing a Name

5.1 You can trade under your own name, or choose a different business name.

• A limited company can trade under its registered name or use an alternative name, provided that the ownership and limited liability of the business is disclosed.
• Partnerships can trade under the names of all the partners or a business name.
• Sole traders who trade under anything other than their own name must declare themselves 'sole trader' or 'owner' or 'John Smith trading as John Smith Antiques' on their stationery.

5.2 Businesses are not allowed certain names.

• Check that the name, or one close to it, is not being used by another firm in a similar line of business.
• Check the Companies House Index of Registered Limited Companies and LLPs at www.companieshouse.gov.uk/info, or get a company registration agent to do it. (This will not include names of sole traders or partnerships, or 'trading as' names).
• In addition, agents can check the Trade Marks Registry for names which have been registered as trade marks. You can also carry out a basic check on the UK Intellectual Property Office website.
• The name must not be misleading - for example, about the legal status of the company - or offensive. Words such as 'International' may need to be justified.
• Certain words are prohibited. For example, 'British', 'Royal' and 'Group' unless their use can be qualified.
• You must not use ligatures, accents or diacritics in the spelling of the name, as these make it difficult for people to search for your company's public records.