There are some restrictions and rules on what you can call your company. The name must not be:
- obscene or offensive;
- misleading or giving rise to obvious confusion; or
- the 'same as' an existing name on the index.
The name of a private company limited by shares and guarantee must end with 'limited' or 'Ltd'.
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.
In the UK, you can also carry on business 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.