Section 69(1)

A person (“the applicant”) may object to a company's registered name on the ground— that it is the same as a name associated with the applicant in which he has goodwill, or that it is sufficiently similar to such a name that its use in the United Kingdom or elsewhere would be likely to mislead members of the public in the United Kingdom or elsewhere by suggesting a connection between the company and the applicant.

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Source: legislation.gov.uk · retrieved 2026-09-04