There are some restrictions and rules on what you can call your business. The name must not be obscene or offensive or misleading or giving rise to obvious confusion. Further rules apply depending on your business structure.
If your business is a private company limited by shares and guarantee its name must also:
end with 'limited' or 'Ltd' (if the company is registered in Wales, the Welsh equivalents, ‘Cyfyngedig’ and ‘Cyf’, can be used)
not be the 'same as' the name of an existing company
If your business is a limited liability partnership (LLP), its name must also:
end with ‘limited liability partnership’ or ‘LLP’ (if the LLP is registered in Wales, the Welsh equivalents, ‘Partneriaeth Atebolrwydd Cyfyngedig’ or ‘PAC’, can be used)
not be the 'same as' the name of an existing business
The Competition and Markets Authority (formerly the Office of Fair Trading) warns firms against misleading clients about the services on offer, the costs, the geographic scope of the business or the relationship with other businesses.
You can also carry on business in the UK using a ‘trading name’. If you choose to do so, when entering into business contracts or on official paperwork, you can use your name, followed by the wording ‘trading as’ before your business name.