Sensitive Words in a UK Company or Business Name: Rules, Approvals and How to Avoid Delays

Key Takeaways

Companies House closely controls the use of sensitive or restricted words in any UK company or business name. Using them without prior approval can lead to outright rejection of your application, and in some cases may even constitute a criminal offence under other legislation.

• A sensitive word is any term in a proposed company name that implies government backing, royal patronage, professional qualification, financial regulation, or charitable status. The rules apply to every limited company, LLP name, and business name across the UK, including Northern Ireland.

• Most sensitive words are listed in the 2014 Sensitive Words Regulations and Companies House guidance, and many require written approval from bodies such as the FCA, the Charity Commission, or a devolved administration before you apply.

• Founders must obtain approval and attach supporting letters to their name application. Companies House will reject applications without required approvals, and your incorporation will be delayed until valid documentation is provided.

• Failure to obtain approval can lead to fines for businesses of up to £1,000, plus daily penalties for continued use of the name after conviction. Beyond financial penalties, a forced rebrand can be far more disruptive.

• Checking the rules and seeking prior approval before filing online with Companies House is the single easiest way to avoid delays, extra costs, and the risk of having to change your company name after incorporation.

Introduction: Why Sensitive Words Matter When Choosing a Company Name

When you pick a company name, you might assume any combination of words is fair game. It is not. "Sensitive words and expressions" are specific terms that, when included in a UK company or business name, trigger additional scrutiny and often require formal approval before Companies House will accept your application. Think words like "British", "Chartered Accountant", "NHS", "Police", "Royal", "University", and "Chamber of Commerce."

Companies House is legally required under the Companies Act 2006 and subsequent regulations, notably the 2014 Regulations and changes effective from March 2024, to block misleading or inappropriate company names from appearing on the register. A sensitive word may cause offense or strong emotional responses, and it can wrongly suggest a connection with government, the Crown, a regulator, a professional body, or a humanitarian organisation. That is precisely why prior approval is often needed.

Since 4 March 2024, under the Economic Crime and Corporate Transparency Act 2023, Companies House has even stronger powers. It can now reject names at the point of application and force an existing company to change a non-compliant name, even if it was previously registered without challenge.

This article will guide you through what counts as a sensitive word, how the official lists work, how to obtain approval from the relevant authorities, and the practical steps you can take to avoid delays when registering a limited company or business name.

What Are Sensitive Words and Expressions in UK Company Names?

Sensitive words are specific terms in a proposed company or business name that trigger extra checks and often require approval because they imply status, authority, or specialist activity that may not actually exist. Sensitive words require careful handling depending on context, and what seems like a harmless choice can stall your entire incorporation.

These rules do not only cover company names registered at Companies House. They extend to LLP names and business names used by a sole trader or general partnership. If you are trading under any name that includes a restricted term, the same regulatory framework applies.

Sensitive words are listed in The Company Names Regulations 2014, formally cited as The Company, Limited Liability Partnership and Business Names (Sensitive Words and Expressions) Regulations 2014 (SI 2014/3140). These regulations consolidated earlier instruments such as SI 2009 No. 2615, and Companies House publishes a practical interpretation of them in its GP1 guidance document. Sensitive words are also defined in sections 55 and 1194 of the Companies Act 2006.

The main categories of sensitivity include:

Beyond these formal lists, a company name can still be rejected even if the word is not explicitly scheduled. Companies House examiners can refuse names where the proposed name would be offensive, misleading, or likely to cause confusion to the public. Sensitive words imply authority that may not exist, risking public confusion, and that is what the entire framework is designed to prevent.

Where to Find Official Lists of Sensitive Words and Who Controls Them

The roughly 100 sensitive words and expressions are grouped into formal schedules and annexes. Each annex determines what kind of approval is needed and from whom. Companies House maintains three official lists of sensitive words, and understanding which list a particular word falls under is the first step in any approval process.

The 2014 Regulations are split into Schedules, and Companies House republishes them as Annex A, Annex B, and Annex C in its GP1 guidance on company names. Each annex works differently.

Annex A: Words Requiring the Secretary of State’s Prior Approval

Annex A includes words needing prior approval for use, typically granted via Companies House acting on behalf of the Secretary of State. These are words implying pre-eminence, national scope, or public benefit. Examples include:

• "Association"

• "Federation"

• "Foundation"

• "Society"

• "Institute" / "Institution"

• "National"

For words like "Federation", the Secretary of State will usually expect to see a non-profit structure (limited by guarantee), a one-member-one-vote clause, and a non-profit distribution clause in the articles of association. Without those, approval will likely be refused.

Annex B: Words Implying Government or Public Authority Connection

Annex B comprises words implying a connection with the UK government, devolved administrations, Parliament, or a public authority. Approval must come from the relevant government department or a devolved administration. Examples include:

• "Parliament"

• "Senedd"

• "Scottish Parliament"

• "NHS"

• "Police"

• "Health and Social Care"

For these terms, the relevant body shown in the Annex must provide a letter of non objection before the name can proceed.

Annex C: Words Protected Under Other Legislation

Annex C covers words protected under other legislation or by specific sector regulators. Permission must come from the body shown in the Annex entry. Examples include:

• "Chartered" (Financial Reporting Council or relevant chartered body)

• "University" (Privy Council or relevant government department)

• "Co-operative Society" (Financial Conduct Authority)

• "Friendly Society" (Financial Conduct Authority)

• "Trade Union" (Certification Officer)

• "Dentist" (General Dental Council)

Each Annex entry normally points to a specific contact address or email. For instance, if you wish to use "Auditor General for Northern Ireland," you would need to contact the Northern Ireland Audit Office at info@niauditoffice.gov.uk. Applicants must use these routes before submitting their company or business name to Companies House.

Companies House has three lists of sensitive words. If your proposed name contains any term from Annex A, B, or C, you must contact the specified authority and obtain written approval before filing your application.

How Companies House Reviews Sensitive Company or Business Names

When you submit a proposed company name or LLP name, Companies House runs automatic checks. Any name containing a sensitive word or expression is flagged and passed to experienced name examiners for manual review. This is not a rubber-stamp process.

Proposed company names and LLP names are checked at the point of incorporation or name change. Business names for a sole trader or partnership are checked when a request for approval of a sensitive word is submitted to the Secretary of State. In most cases, the system will catch sensitive words immediately.

Examiners apply a "reasonable person" standard. They ask whether an ordinary member of the public, seeing the company name, might reasonably infer a connection with government, a professional body, or a regulated activity that does not actually exist. This is a subjective but legally defined test. Using sensitive words without approval can lead to registration refusal at this stage.

From 4 March 2024, under the Economic Crime and Corporate Transparency Act 2023, Companies House can also require an existing company to change a name that it now considers misleading, offensive, or associated with criminal activity. This is a significant expansion of power. Previously, names were generally only examined at registration. Now, with around four million companies on the UK register, any of them can be reviewed retrospectively.

Sensitive words automatically place the application on hold until supporting evidence and letters of approval are supplied. If these are not provided, or if they are insufficient, Companies House will reject the company name application. There is no partial approval: you either have the required documentation or you do not.

The review also considers the company type. For example, "Association" usually suggests a non-profit limited by guarantee rather than a company limited by shares. If you apply to register a company limited by shares with "Association" in the name, examiners may insist on a different structure and specific clauses in your articles of association before the name can be approved.

Using Sensitive Words in a Company or Business Name: Approval Process

Using a sensitive word in your company or business name is possible in many cases, but founders must follow a two-stage process. First, you must obtain a view or letter from the relevant body. Then, you submit that evidence to Companies House or the Secretary of State alongside your application. Sensitive words require approval for company names, and skipping this step is not an option.

Step-by-step for new limited companies

Here is a practical checklist for incorporating a proposed company with a sensitive word:

1. Choose your proposed name and run it through the Companies House online name checker. The system will flag any sensitive or restricted words automatically.

2. Identify the Annex entry for each flagged word. Note whether it falls in Annex A, B, or C and which authority you need to contact.

3. Contact the specified regulator or public body and request a letter of non objection or authorisation. Include your full proposed company or business name, a description of your planned activities, your jurisdiction, and any relevant information such as professional qualifications or regulatory permissions.

4. Prepare incorporation documents with the correct company type and objects. If the sensitive word requires a particular structure (for example, limited by guarantee for "Foundation"), make sure your articles reflect that.

5. Submit your online incorporation with the supporting letter attached. Companies House requires written approval for sensitive word usage, and your application will not proceed without it.

Changing an existing company’s name

Existing companies wishing to change names must file form NM01 (for a company) or LL NM01 (for an LLP) to Companies House. All letters of written approval for any sensitive words must be attached. The new name must also comply with the "same as" and "too like" rules, which are carefully considered by examiners alongside the sensitive word review.

Business names for sole traders and partnerships

Business names used by a sole trader or general partnership are not registered at Companies House, but sensitive words in a business name still require the Secretary of State's consent. This is usually requested via a written application with supporting evidence. The underlying sensitivity of the word is the same regardless of business structure.

Using a sensitive word without proper approval can constitute a criminal offence where other legislation applies. For example, misusing "NHS", "Police", or a regulated professional title is governed by separate statutes, and may lead to enforcement action, fines, or demands to cease using the name entirely. Misuse of sensitive words may result in legal penalties including fines of up to £1,000 under section 1194 of the Companies Act 2006, plus daily penalties for continued use after conviction.

Keep all correspondence and approval letters safely. They may be requested again if there are later complaints, or if Companies House re-examines your company name under its expanded ECCTA powers.

How to Obtain Prior Approval Efficiently

Approval can take anywhere from a few days to several weeks depending on the authority. Early preparation is critical if you want to avoid delaying incorporation or your future plans details around rebranding and launch.

Identify the correct authority first. Check the relevant Annex entry to find the contact details for the body you need to write to. For financial-related words, this will typically be the FCA. For health-related words, the relevant government department (such as the Department of Health & Social Care). For devolved matters, the Scottish Government, Welsh Government, or Northern Ireland departments.

What your approval request should contain:

• Full proposed company or business name

• Details of current activities and planned activities

• Jurisdiction: England & Wales, Scotland, or Northern Ireland

• Company type (limited by shares, limited by guarantee, LLP)

• Evidence of status: professional qualifications, authorisations, regulatory permissions, existence evidence of prior recognition

• Draft articles of association if the word requires specific governance provisions

• Membership numbers and government associations details if relevant

• Information about leading members of the organisation

FCA-related process for sensitive business names: Firms needing the FCA's view on terms like "insurer", "bank", or names implying FCA or PRA supervision should use the FCA's sensitive business names process (via FCA Connect). The FCA aims to respond within approximately 10 business days, though complex cases may take longer.

Once the external body provides a non objection or authorisation letter, you must include that exact letter with your Companies House name application. Approval requests must include supporting documentation from authorities, and examiners will verify that prior approval has been obtained before allowing the name through.

If approval is refused, you have two options. You can refine the evidence, for example by clarifying your regulated activities or providing additional supporting information, and request reconsideration. Alternatively, you can choose a different non-sensitive name to avoid further delay.

Including Sensitive Words in Limited Company vs Business Names

The rules apply to both registered entities and unregistered trading names, but the mechanics differ. For a limited company or LLP, approval is checked as part of incorporation or the name-change process at Companies House. For a business name, approval is checked separately when a trader seeks consent from the Secretary of State.

Some expressions can only be used by entities registered under specific legislation. "Co-operative Society" and "Friendly Society", for example, require registration under the Co-operative and Community Benefit Societies Act 2014. An ordinary limited company or informal business name simply cannot use these terms.

Using restricted professional titles in a business name, such as "Dentist", "Nurse", or "Chartered Accountant", normally requires written authorisation from the relevant UK professional regulator, regardless of whether the business is incorporated. In professional communication, it is important to avoid age-biased terms and to avoid gender-exclusive language in professional settings, and this extends to how professional titles are used in company and business names. The title must accurately reflect who is providing the service.

Failing to seek approval for a business name used on signage, invoices, and marketing can still result in regulatory action, even if no Companies House registration was attempted. The restriction applies to the word itself, not just the act of registration.

Examples of Common Sensitive Words and How They Are Assessed

Some words appear frequently in proposed company names, and understanding how they are treated by examiners helps you design acceptable alternatives or prepare stronger applications. A sensitive word may cause offense or strong emotional responses if used carelessly, and each category has its own nuances.

”British”, “Britain” and National Terms

Using "British" at the start of a company or business name typically requires evidence that the organisation is pre-eminent or very substantial in its field across the UK. You would need independent support for that claim, perhaps from industry bodies or established leading members in the sector. If "British" appears later in the name without implying national pre-eminence, approval is usually easier, provided the registered office address is consistent with the claim.

The same logic applies to "Scotland", "Scottish", "England", "Northern Ireland", and "Wales". The relevant devolved government or administration may need to provide non objection.

Royal and Governmental Terms

Words like "King", "Queen", "Royal", "His Majesty", "Government", "Windsor", and "Parliament" generally need letters of non objection from the Royal Household, Cabinet Office, or devolved administrations such as the Scottish Government or Welsh Government. These will be refused if they could mislead the public into believing the company has an official connection with the royal family or government.

The bar here is high. The relevant body will decide whether the name could create a false impression, and in most cases names implying royal patronage will be refused unless there is a genuine royal charter or endorsement.

Health-Related Words

Terms like "NHS", "Medical Centre", "Health and Social Care Board", and "Health Visitor" are tightly controlled. Approvals are routed via the Department of Health & Social Care or the equivalent bodies in Scotland, Wales, and Northern Ireland.

Generic terms like "Health and Safety" are only treated as sensitive if they imply a connection with a specific regulator, such as the Health and Safety Executive. Colloquial uses of medical terms can trivialize real conditions and mislead the public about the nature of the business. Words related to mental health can act as triggers for vulnerable individuals, which is another reason why examiners scrutinise health-related names carefully. The context matters.

Regulated Professional and Educational Titles

"Chartered Accountant", "University", "Polytechnic", "Institute", and "Dentistry" usually sit in Annex C. These require approval from the relevant body, which is the professional body or government department. In some cases, the restricted term simply cannot be used. For example, "Chartered Management Accountant" is not permitted in a company or LLP name at all.

"University" requires explicit statutory or regulatory recognition, including degree-awarding powers. A private training provider cannot call itself a "university" simply by preference.

Charity and Public-Benefit Terms

Expressions like "Foundation", "Benevolent", "Trust", "Society", and "Co-operative" often require a limited by guarantee structure, non-profit distribution clauses in the articles, and possibly approval from the Charity Commission (England & Wales), the Office of the Scottish Charity Regulator, the Charity Commission for Northern Ireland, or the Financial Conduct Authority, depending on the exact term.

For other reasons, terms in the orange zone of Companies House assessment, such as "Forum" or "Group", may attract questions but not require formal approval letters. The examiner will still assess whether the name as a whole is misleading.

Acceptable vs Problematic Use: A Contrast

Consider these two names:

• "King Street Bakery Ltd" - uses "King" as a location reference. This is usually acceptable because no reasonable person would infer royal patronage from a street address.

• "The King's Baker Ltd" - implies that the bakery serves or is endorsed by royalty. This would normally require royal approval and, without it, would be refused.

Similarly, "King & Sons Roofing Ltd" uses "King" as a surname and would generally pass without difficulty. The word is the same; the context determines whether it is sensitive.

Avoid racially coded idioms to prevent perpetuating historical baggage in your company name. While this is less about the Annex lists and more about the general offensiveness test, Companies House examiners will reject names that could be considered offensive to any group, and this applies across the board.

Other Company Name Rules That Interact with Sensitive Words

Sensitive words are only one layer of UK company naming rules. A company name can still be rejected or challenged for other reasons, and it is worth understanding how these rules interact.

The "same as" rule: A new limited company name cannot be the same as another registered company's name in substance. Minor differences in punctuation, "UK" suffixes, or common words like "Group" or "Holdings" are disregarded. If your proposed name is effectively identical to an existing company, it will be refused regardless of whether it contains sensitive words.

The "too like" rule: Even after registration, a company name can be challenged as being too similar to an existing company's name. The Company Names Adjudicator handles these disputes, and a successful challenge can force a name change. This is an entirely separate process from the sensitive words review.

Offensive or criminally suggestive names: These are rejected outright. Since March 2024, Companies House can direct existing companies to change names that would cause reasonable offence, contain computer code, or are linked to proscribed organisations. In professional communication, any name that could be read as discriminatory, threatening, or suggestive of illegal activity will not survive the security verification process. This connects to the broader principle that a company or business name must not mislead. A verification successful outcome requires clean language and honest representation.

Restrictions from other legislation: Some words are governed by statutes entirely outside the Companies Act. The Trade Union and Labour Relations (Consolidation) Act 1992, the Co-operative and Community Benefit Societies Act 2014, and various health and financial services laws all place independent restrictions on certain words. Even if Companies House accepts a name, another regulator may still intervene. For instance, a local authority or the security service may raise concerns about names that suggest a connection with their operations.

Considering all of these rules together at the planning stage helps you avoid failed incorporations, forced rebrands, and wasted costs on stationery or branding.

Practical Steps to Avoid Delays When Your Name Includes a Sensitive Word

Early checks and complete documentation are the best way to secure a swift decision from both external authorities and Companies House. Here is how to avoid delays in practice.

1. Run the proposed name through the Companies House online name search first. This will flag obvious conflicts and highlight any automatic sensitive-word notifications. The website will tell you immediately if there is a problem.

2. Review the latest Companies House guidance (GP1) and the 2014 Sensitive Words Regulations. Look for the exact spelling and variants, including plural and possessive forms. Words marked with an asterisk in Schedule 1 are also caught in their grammatical mutations. The Companies House guidance is updated periodically, so use the current version.

3. Submit full information in your first contact with regulators. Provide a detailed business description, regulatory permissions, company structure, draft articles of association, and any existence evidence supporting claims implied by the name. Half-complete requests are the single biggest cause of delay.

4. Build in realistic timelines. Allow at least 10 business days for bodies like the FCA, and potentially longer for professional institutes or a government department that receives many requests. Do not assume an immediate respond ray id or instant turnaround. Kind regards and a professional tone in your letter or email will help.

5. Reserve alternative names. If approval appears slow or uncertain, you may want to reserve a backup company name that avoids sensitive terms entirely. This keeps your launch plans on track while the preferred name is being carefully considered.

6. Document everything. Keep digital copies of all approval letters, email exchanges, and submissions. If Companies House or another authority later asks for confirmation, or if a complaint is raised about the company name, you will need to produce this evidence quickly.

For further information, consult the GP1 guidance published by Companies House, which includes the full text of all three Annexes together with contact details for every relevant body. You can also contact Companies House directly with a specific request if you are unsure whether a particular word in your proposed name falls under the rules.

FAQ

Does Using a Sensitive Word Make Company Formation More Expensive?

Companies House fees for incorporating a limited company or changing a company name are the same whether or not a sensitive word is used. The standard incorporation fee applies regardless. However, the indirect costs can add up. If you need professional legal advice, if your branding needs redesigning because approval is refused, or if staff spend days dealing with regulators or the FCA Connect system, those costs are real. In some cases, the relevant professional body may also charge an administration fee for providing a letter of authorisation, so check before you write to them.

Can I Start Trading Under a Sensitive Business Name Before Approval Is Granted?

No. You should not start trading, advertising, or printing materials with a sensitive name until you have written approval. If the name is refused, you will have wasted money on branding and potentially confused your customers. More importantly, using an unapproved sensitive word on signage, your website, or invoices can mislead customers and prompt enforcement action from regulators or Trading Standards. Using sensitive words without approval can lead to application rejection and may constitute an offence under the relevant legislation. The malicious bots and security measures on government portals are unrelated to this, but the legal risk of premature use is very real.

What Happens If Companies House or Another Authority Later Objects to My Existing Name?

Since March 2024, Companies House can direct a company to change its name if it is found to be offensive, misleading, or associated with criminal activity, even if the name was previously registered and approved. If the company fails to comply with that direction, the Registrar may replace the company name with the company number on the register and impose fines. Other bodies, such as professional regulators or the FCA, can also require businesses to stop using protected titles or restricted words if authorisation is withdrawn or was never validly granted.

Are the Rules Different in Scotland or Northern Ireland?

The core Companies Act 2006 and the 2014 Sensitive Words Regulations apply across the UK. However, some approvals must come from the devolved administration rather than a Whitehall department. For example, names suggesting a connection with the Scottish Government must be cleared through protocol@gov.scot. In Northern Ireland, specific bodies handle certain terms: the Northern Ireland Audit Office deals with "Auditor General for Northern Ireland", and the Health and Social Care Board and Public Health Agency handle specific health-related terms. The sensitivity of the word is the same everywhere; it is the approving organisation that differs.

Can I Challenge a Refusal to Use a Sensitive Word in My Company Name?

In many cases, you can submit further evidence and ask the relevant authority to reconsider its view. For example, if the FCA initially refused a financial-related name, you might provide additional evidence of regulatory permissions or clarify the scope of your regulated activities. If the Secretary of State or Companies House ultimately refuses the name, the practical options are to modify the company name to remove or soften the sensitive word, or to adopt a completely new name that avoids the restricted term altogether. There is no formal appeals tribunal specifically for sensitive word refusals, but persistent, well-documented applications do sometimes succeed on reconsideration.