From Banks of Wishes Ltd to Royal Impersonations, name reservation remains one of the most fascinating—and misunderstood—parts of modern business registration.
Company name reservation might seem like a small step in the company registration process, but it plays a critical role in maintaining the integrity, legality, and clarity of national business registers.
For registry operators and regulators, it’s where branding meets bureaucracy—ensuring companies don’t just sound good but also comply with legal requirements, respect intellectual property, and avoid misleading the public.
At Foster Moore, we’ve spent decades helping government registries modernize and streamline their name reservation processes. Along the way, we’ve seen just how complex the naming landscape can be—and how important it is to get it right.
📖 White Paper: Company Name Reservations in a Global Context: Trends and Innovations
Why Names Get Rejected
Every year, registries around the world reject thousands of proposed company names. While the rules vary slightly from country to country, most jurisdictions prohibit names that are:
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Too similar to existing entities (e.g. “Googl Services Ltd”)
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Infringing on trademarks or copyright (e.g. “Pixar Studios NZ Ltd”)
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Suggesting a connection to government or royal institutions (e.g. “Ministry of Finance Global Ltd”)
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Misleading or deceptive (e.g. “World Health Accreditation Ltd”)
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Using restricted or protected terms (such as “Anzac,” “Red Cross,” or “Olympic”)
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Containing special characters or formatting that could pose technical risks
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Unnecessarily long or absurdly verbose—as seen in recent reforms in China
In New Zealand, for example, more than 5,500 name applications were declined in just one year. The Companies Office applies checks under the Companies Act 1993, and also considers restrictions from other laws like the Flag, Emblems and Names Protection Act 1981.
In the UK, Companies House acts on behalf of the Secretary of State in forming an opinion on whether a name is offensive or inappropriate, with over 3.5 million companies on the register and roughly 500,000 new incorporations annually.
In China, the Rules for the Prohibition and Restriction of Enterprise Names (2017) prohibit names that are overly long, politically sensitive, mimic existing brands, or are deemed “weird.” Names using slang, religious references, or cultural memes can be rejected, and even existing businesses may be forced to change. Companies that fail to comply face legal penalties, including fines of up to RMB 100,000 (approx. US$13,700), and in serious cases, may have their business license revoked.
Canada applies strict naming rules at both federal and provincial levels. Federally, names must be distinctive and non-misleading under the Canada Business Corporations Act. The NUANS system checks for conflicts with existing names and trademarks. The federal process is more rigorous than many provincial systems, so a name approved locally may still be rejected nationally.
In Australia, ASIC oversees company and business name registrations. Company names must not be identical to existing ones, while business names undergo additional checks for similarity in sound, spelling, and meaning. Words like “bank” or “university” require approval. ASIC often rejects names that could confuse consumers or suggest false affiliations.
Sweden’s Bolagsverket requires company names to be unique nationwide within their business sector. The review process looks beyond exact matches to consider confusion and context. Both automated and manual checks are used, and names that are too generic or similar to existing ones are frequently declined.
These efforts are not about policing creativity—they’re about ensuring trust in the register.
Registry Insight: Why This Matters
Rejected names can offer valuable insight into the challenges and expectations facing registrars today. Whether it’s someone attempting to register a globally recognised brand, or suggesting a name that falsely implies government approval, every case is a reminder of why strong name determination processes are essential.
Some names may look harmless on the surface but carry legal or reputational risks that a robust registry system needs to catch.
This is where well-defined rules, public education, and thoughtful registry technology come into play. Registries must strike a balance between efficiency, fairness, and protection—for the benefit of both governments and the business community.
📑 Companies House Blog: Taking a responsible approach to company names
Rejected… But Not Forgotten: Some Real-World Examples
To end on a lighter note, here are some real company names proposed (but ultimately rejected or regulated) across New Zealand, the UK, and beyond. While some were cheeky, others raised serious legal or procedural concerns:
🚫 Bank of Wishes Ltd – Too likely to mislead, implies financial services.
🚫 Spy Insurance Ltd – Raises questions about legitimacy and privacy.
🚫 Sugartits Ltd – Flagged as potentially offensive to the general public.
🚫 God Save The Queen Ltd – Uses protected royal language.
🚫 Ministry of Happiness Ltd – Implies official government affiliation.
🚫 Olympic Building Solutions Ltd – “Olympic” is a restricted term internationally.
🚫 Pixar Studios NZ Ltd – Likely infringing on a known trademark.
🚫 Tesla Engineering Group Ltd – Could mislead consumers by mimicking a global brand.
🚫 Royal Cannabis Collective Ltd – Combines protected “royal” reference with a controlled substance.
🚫 Anzac International Trading Group Ltd – “Anzac” is a protected term under New Zealand law.
🚫 Red Cross Tattoo Studio Ltd – Infringes on a protected humanitarian symbol.
🚫 There Is a Group of Young People With Dreams, Who Believe They Can Make the Wonders of Life Under the Leadership of Uncle Niu Internet Technology Co. Ltd – Rejected under China's 2017 naming rules for being overly long and potentially absurd. New regulations now prohibit “weird,” politically sensitive, or misleading names.
📘 Want to learn more?
Read our white paper to explore how registries around the globe are reimagining name reservations to create a more connected, efficient, and forward-thinking future.
👉 Company Name Reservations in a Global Context: Trends and Innovations
Whether you’re a registry professional, policy advisor, or curious entrepreneur, understanding the story behind rejected names gives us a clearer picture of the evolving landscape of business registration—and why good registry systems matter.