Companies House follows strict "same as" and "too similar" rules. Checking the database isn't enough - you need to understand the similarity rules or risk rejection.
The "Same As" Rule
Your name cannot be identical to an existing registered company. "ABC Ltd" vs "ABC Limited" = same. Punctuation and spacing ignored.
What Companies House Ignores
The "Too Similar" Rule
More subjective. If your name could confuse customers or imply connection to existing company, it's rejected.
Real Rejection Examples
"British Telecom Services" rejected (too similar to British Telecom). "Apple Repairs Ltd" rejected (implies connection to Apple Inc).
How to Check Properly
Search Companies House database for exact name and variations.
Check These Variations
Remove "Limited" and "Ltd." Replace "&" with "and." Try different spacing. Search phonetic similarities.
Prohibited Words
Certain words require approval: Royal, British, National, Insurance, Bank, Trust, etc. Full list here.
Sensitive Words
Some words need evidence you're entitled to use them: Solicitor, Architect, Dentist, University, Charity.
Warning: Even if name passes automated check, Companies House can reject during manual review. Use Trademark Lens to catch potential issues early.
What Happens if Rejected
You lose £50 incorporation fee and must start over with new name. All business cards, websites, contracts with old name are wasted.
The Smart Approach
Check thoroughly before incorporating. Consider having 2-3 backup names approved in case first choice fails.