Sensitive words and expressions – what you need to know

When forming a limited company, one of the first and most exciting steps is choosing a name. It’s how people recognise your business, and it’s the name that will appear on the official Companies House register.

Because it carries that weight, your company name has to meet certain legal requirements. Among these rules are restrictions on what are known as “sensitive words and expressions”. These are specific terms that can’t be used freely in company names, because they might mislead the public or suggest authority, status, or qualifications that haven’t been earned.

The full list of these restricted terms is in The Company, Limited Liability Partnership and Business Names (Sensitive Words and Expressions) Regulations 2014. It is a long and detailed document, but the underlying idea is simple: names should inspire confidence, not cause confusion.

In this guide, we’ll explain why Companies House restricts certain words, share real examples of names that require approval, and walk you through the steps of applying if your preferred name includes a sensitive term.

Why does Companies House restrict certain words?

The restrictions are in place to protect the public, ensure fairness, and uphold trust in the register. A company name can be rejected if it:

• Suggests business pre-eminence, a special status, or a particular function (for example, names that include “British,” “institute,” or “tribunal”).
• Implies a connection with the UK Government, a devolved administration, or a local or specified public authority.
• Contains a word that represents a regulated activity, such as dentistry or law, without the required proof of qualification.
• Includes a word that is legally protected or whose misuse could be an offence.

The principle is straightforward: if a name might give the wrong impression, or imply authority or expertise without evidence, Companies House can intervene.

• Guidelines for creating a limited company name
• 15 reasons why company formations are rejected

That doesn’t mean sensitive words are off-limits. If you have a legitimate reason to use one, you can apply for permission from the relevant authority – but this must be done before submitting your formation application. Applications without the right paperwork are automatically rejected.

Real examples of restricted company names and who approves them

Sensitive words fall into four broad groups. Understanding each group (and who grants approval) helps you know what’s possible and what will require extra steps.

1. Terms implying pre-eminence or special status

Some words carry an air of authority or national importance. Used in a company name, they could give the impression of royal backing or official standing.

Take the word “royal”. Because it implies a royal connection, Companies House treats it as sensitive. To gain permission, you would need a letter of non-objection from:

• The Constitutional Policy Team at the Cabinet Office (England or Northern Ireland)
• The Branding Manager in the Communications Division of the Welsh Government (Wales)
• The Protocol and Honours Team at the Scottish Government (Scotland)

Other words in this category include:

• Bank
• Britain
• Federation
• Police
• Post Office

Each has connotations with stature or endorsement which requires careful oversight.

2. Names linked to government or public bodies

Another category of sensitive company words is names that suggest a company is tied to government or public services. Customers could easily assume such businesses are official or state-run, so permission is tightly controlled.

For instance, the word “court” falls into this group. To use it, you’d need a letter of non-objection from the Ministry of Justice, confirming that your intended use is appropriate.

Other restricted terms in this category include:

• Assembly
• Border Agency
• Home Office
• National Health Service
• UK Government

The theme here is clear: words that imply authority or a direct government connection always need approval.

3. Regulated professional terms

Some words are restricted because they suggest professional qualifications or activities that only licensed individuals can carry out. These restrictions exist to protect the public and ensure company names don’t give a false impression of expertise.

One clear example is the word “dentist”. Including it in a company name signals to customers that the people behind the business are qualified dental professionals. To use it legitimately, you’d need written authorisation from the General Dental Council, supported by proof of your qualifications.

Other examples of regulated terms are:

• Apothecary
• Chemist
• Optician
• Physician
• Solicitor

Here, the rule protects the public from being misled about professional standards, ensuring only qualified individuals or organisations can present themselves under these titles.

4. Legally protected or potentially offensive words

The final group covers words that are restricted in company names for legal or ethical reasons. Some are protected under intellectual property law, while others are linked to international organisations or humanitarian causes where misuse could create serious confusion. Sensitive words in this group include:

• Anzac
• Geneva Cross
• Olympic
• Red Cross

This category also extends to words that could cause offence. Companies House will not allow a name that it considers obscene, discriminatory, or harmful. The Financial Times reported that  Companies House rejected hundreds of proposals in 2023 alone for reasons of offensiveness (such as obscenity, sexual innuendo, or cultural insensitivity). 

What are the specific sensitive words and expressions?

The list of sensitive words and expressions is extensive, and the exact restrictions depend on context. To make this manageable, Companies House divides them into three “annexes”. Each annex highlights a different type of restriction, and together they cover all the words you may need permission to use:

• Annex A – Words and expressions that require prior approval to use in a company or business name.
• Annex B – Words and expressions that could imply a connection with a government department, a devolved administration, or a local or specified public authority.
• Annex C – Words and expressions that are protected under other legislation.

How to check if a company name includes a sensitive word

Once you’ve chosen a name, the next step is to confirm whether it’s available and whether it contains any sensitive terms.

If you use our company name search tool, the process is instant. Simply enter your proposed name, click “Search”, and you’ll see:

• Whether the name is unique and available, and
• Whether it includes a sensitive word

For example, if your proposed name included the word “Royal,” the tool would flag it as sensitive. You’d see a note confirming the name is available, while also warning that extra approval will be needed before you can use it.

At that stage, you have two options: carry on with the name and prepare the supporting documents, or choose an alternative that avoids restrictions.

How to get permission to use a sensitive word in your company name

If your chosen name includes a sensitive word, you don’t have to abandon it. The key is to get approval from the relevant authority before submitting your application to Companies House.

During our company formation process, we make this clear on the “Particulars” page (where you enter your company details). There you will see exactly:

• Which authority you need to contact, and
• What documentation you must provide

For example, if your proposed company name includes the word “dental”, the system will flag it and explain you’ll need written approval from the General Dental Council, along with their contact details, so you know exactly where to send your request.

How to submit supporting documents and complete your application

Once you’ve received a letter or email of non-objection or authorisation from the relevant authority, the next step is to include it in your company formation application.

Uploading the document is simple:

1. Make sure the file is in PDF, RTF, DOC, or DOCX format.
2. Log in to your 1st Formations account.
3. Select “My Companies”.
4. Click on your company name.
5. You’ll be directed to the “Particulars” page.
6. Scroll to the “Supporting Document” section.
7. Select “Browse”, locate your file, and click “Attach”.
8. Complete the formation process and submit it to Companies House.

Once this is done, Companies House will review your application. If everything is in order, your company will be registered with the sensitive word or expression included.

Our team is also available to help if you encounter any issues during this stage.

Will my company name cost more if it includes a sensitive word?

Including a sensitive word or expression in your company name does not increase the cost of formation itself.

However, some sensitive terms are only permitted if you are forming a specific type of company. For example, the word “association” is generally restricted to companies limited by guarantee. In this case, if you are registering through our service, you would need to select the Limited by Guarantee Package.

So, while the sensitive word itself doesn’t incur an extra fee, the type of company you must form to use it may require you to choose a different package.

Additional name restrictions to know

Sensitive words are only one part of the naming rules. Companies House also enforces a few other important restrictions:

• “Same as” rule: Your company name must be unique. Even small variations are not allowed. For example, if “Example Company Name Ltd” exists, you cannot register “Example Company Name UK Ltd” or “Example’s Company Name Limited”.
• “Too like” rule: Names that are very similar can also be challenged. For instance, if “Let’s Form Your Company Ltd” already exists, Companies House may reject “Letz Form Ur Company Limited”. These challenges often happen after registration if the existing company complains.
• Offensive names: As we touched on earlier, any name that Companies House considers offensive, harmful, or inappropriate will be rejected. This includes names with swear words or discriminatory language.

Understanding these additional rules helps avoid delays and disappointment during the application process.

What to do if you already have a sensitive word in mind

Many entrepreneurs begin the company formation journey with a name already chosen. If your preferred name includes a sensitive word, here’s a simple decision path to follow:

• Step 1 – Enter the name into our company name search tool.
• Step 2 – If the tool flags it as sensitive, ask yourself whether the word is essential to your brand identity.
• Step 3 – If the word is optional, consider choosing a different name to avoid extra steps.
• Step 4 – If the word is essential, check which authority grants permission and what evidence is needed.
• Step 5 – Obtain the necessary documentation and complete your registration.

This approach ensures you won’t waste time on an application that will be rejected for missing paperwork.

What to do if your request is rejected

Occasionally, an authorising body may refuse permission to use a sensitive word. If this happens:

1. Review the reason – The rejection letter will usually explain why your request was denied. It may be due to lack of qualification, misleading implications, or insufficient supporting evidence.
2. Consider alternatives – If the sensitive word isn’t vital, you may be able to rework your company name without it.
3. Strengthen your case – If the word is essential, you can gather additional documentation, clarify your intended use, or appeal the decision where possible.
4. Seek advice – Our team can guide you through your options and suggest next steps.

Why the right guidance makes all the difference

Choosing a company name is one of the most important steps when starting a business. And while the process may feel daunting if your name includes a sensitive word, it’s much more straightforward with the right guidance.

Our company formation services are designed to guide you at every stage. From flagging sensitive terms immediately to explaining who you need to contact, everything is built in – letting you move forward with confidence.