This guide is maintained as a current resource for September 2026 and covers only the laws of England and Wales. Information is for general guidance, not legal advice. Consult a qualified solicitor for advice specific to your situation.
Detailed guide to sensitive words in UK company names and the approval process. Learn which words require prior consent, how to obtain non‑objection letters from government or regulatory bodies, steps to submit evidence with your application, and common compliance considerations for company formation.
When you register a company in England and Wales, you must choose a name that complies with statutory rules administered by Companies House under the Companies Act 2006 and associated regulations. In addition to avoiding names that are identical or too similar to existing companies, certain words and expressions are designated as “sensitive” because they could imply a special status, professional qualification, connection with government or regulated activity, or otherwise mislead the public. Using these words in a company name requires prior approval from relevant authorities before Companies House will register the name. Understanding the approval process, associated requirements, and the legal rationale behind sensitive words helps businesses avoid delays, refused registrations or legal disputes.
What Are Sensitive Words and Why Do They Matter?
Sensitive words and expressions in company names are included in the Company, Limited Liability Partnership and Business Names (Sensitive Words and Expressions) Regulations 2014 and subsequent Annex A lists maintained by government departments. These words or phrases are not banned outright, but their use is restricted unless the applicant can demonstrate that they are appropriate and have necessary approvals. Controls on sensitive words exist to protect the public from being misled about the nature, function, authority or status of a business and to prevent reputational risk and potential harm.
Examples include terms such as ‘Accredited', ‘Assurance', ‘Insurance', ‘University' or expressions suggesting government or public authority connections. Because sensitive words may imply specific professional qualifications, regulated activities, or official endorsements, Companies House requires evidence that the company is legitimately entitled to use them before registration.
Identifying Sensitive Words Applicable to Company Names
The government publishes extensive lists of sensitive words and the contact bodies whose non‑objection or approval is required before Companies House can accept a name containing those words. These lists cover a broad range of categories, such as:
- Words implying government or public body connection: e.g., ‘Government', ‘Audit', ‘Regulator', where the name might suggest an affiliation with a public authority;
- Terms indicating regulated professions or qualifications: e.g., ‘Dentist', ‘Pharmacy', where the business name could imply licensed status;
- Financial and insurance‑related words: e.g., ‘Bank', ‘Fund', ‘Assurer', where regulation by bodies such as the Financial Conduct Authority (FCA) is relevant; and
- Status or pre‑eminence terms: e.g., ‘Accredited', ‘Institute', where use must be justified by the company's constitution and activities.
The regulatory lists also include geographical and cultural terms, such as ‘England', ‘Scottish' or ‘Cymru', where specific criteria apply before approval is granted.
Who Must Approve the Use of Sensitive Words?
Approval for the use of a sensitive word or expression typically involves obtaining a letter or email of non‑objection from a relevant regulatory authority or public body with expertise over the sector, status or connection implied by the word. For example:
- Words like ‘Assurance', ‘Insurance' and similar financial services terminology generally require non‑objection from the FCA because they imply regulated activity or status.
- Terms such as ‘Accredited' or ‘Accreditation' require a non‑objection from the Office for Product Safety and Standards within the Department for Business and Trade.
- Professional and public office terms often require supporting evidence from relevant professional bodies or government departments confirming the company is entitled to use the term.
This evidence - typically a letter or email of non‑objection - must be included with the application to register the company name or with a request to change the company's existing name. Without such documentation, Companies House cannot accept the name.
Step‑by‑Step Approval Process
1. Check Whether Your Proposed Name Includes Sensitive Words
Before submitting an incorporation application or change‑of‑name request, identify whether your proposed name contains words that appear on the sensitive list or might suggest official status or regulated activity. Government guidance provides lists and criteria for sensitive expressions.
2. Determine the Appropriate Approving Authority
Once you identify a sensitive term, determine which body must give a non‑objection or approval. Common authorities include government departments, devolved administrations, professional regulators (such as the FCA) or other sector‑specific bodies. The Annex A sensitive words list published on GOV.UK specifies where evidence of non‑objection must come from for each word.
3. Prepare Supporting Documentation
When applying for approval:
- Describe why you need to use the sensitive word, including the rationale and relevance to your business activities;
- Provide evidence demonstrating legitimate grounds - for example, licences, memberships, qualifications or regulatory permissions relevant to the word;
- Include any other information requested by the authority to support the non‑objection request.
Different authorities have varying requirements, and some may take several weeks to respond. It is important to plan ahead rather than waiting to apply only at the time of company registration.
4. Obtain Written Confirmation
A formal letter or email of non‑objection from the authorised body is essential. This document should clearly relate to the exact name you propose to register, explaining that the issuer raises no objection to the use of the sensitive word in that context. Companies House will not accept generic or informal assurances.
5. Submit the Application With Evidence
When incorporating a new company or changing an existing name, you or your formation agent must include the non‑objection letter with the IN01 form (for incorporation) or the appropriate name change form. Companies House will review the documentation as part of its examination of the name. If all requirements are met, the name will be accepted. If not, the registration may be rejected or delayed.
Additional Name Restrictions and Offence Prevention
In addition to sensitive words, company names must not be offensive, misleading, or likely to facilitate offence or wrongdoing. Recent reforms introduced under the Economic Crime and Corporate Transparency Act 2024 enable Companies House to refuse or direct change of names that are offensive, harmful or facilitate criminal activity. For example, names that include certain computer code or could imply connection to foreign governments without basis may be refused.
Potential Delays and Planning Tips
Sensitive word approval processes can add weeks to a company formation timeline. Approvals from external bodies often depend on their internal procedures and responsiveness. Planning the naming process early and contacting relevant authorities well before submission helps mitigate delays. Some words - particularly those implying professional or regulated status - may only be approved if you possess the necessary licences or qualifications for the activities suggested by the name.
Companies House does not hold applications while approval is sought: the non‑objection must be obtained in advance, and then filed at the time of application. There is no obligation on Companies House to grant exceptions without the appropriate documentation.
Common Questions
What if my name includes a sensitive word but I don't seek approval?
If you include a sensitive word without the required non‑objection letter from the appropriate authority, Companies House will refuse registration or change of name. You must secure approval first and submit it with the form.
Are sensitive word requirements the same for business names and trading names?
Sensitive word rules apply to both registered company names and business trading names. If your trading name (different from the company name) contains a sensitive word, you may still need to provide evidence of non‑objection to Companies House or other relevant bodies.
Can a rejected name be amended to remove the sensitive word?
Yes. If your proposed name is rejected due to a sensitive word, you can choose an alternative name without the term or one that does not require approval. You can then proceed with registration without external non‑objection documentation.
Key Takeaways
Sensitive words in company names are controlled to prevent misleading, harmful or unauthorised implications about a business's authority, status or activities. The approval process involves identifying the relevant sensitive word, seeking a letter or email of non‑objection from the appropriate regulatory or government body, and submitting that approval with your incorporation or name change application. Planning ahead, securing the necessary documentation before filing, and understanding the requirements for specific terms reduces the risk of refused registrations and delays. Companies House will not register names containing controlled words without clear evidence of approval, so effective early engagement with approving bodies is essential for successful company formation when sensitive words are involved.
