Trade name registration in the UAE comes down to four checks. The name must suit your licensed activity, end with the abbreviation of your legal form such as LLC, avoid prohibited content, and not already be registered by another company. You then reserve it with the licensing authority before you can apply for a trade license. On the Dubai mainland that authority is Dubai Economy and Tourism (DET). Inside a free zone it is the free zone authority.
DET lists an AED 620 fee for the trade name reservation service, and you can use a service centre, the DET website or the DED BUSINESS app.
What is a trade name, and how is it different from a trademark?
A trade name is the official name of your company. It appears on your trade license, and the Ministry of Economy and Tourism describes it as the name that distinguishes one license from another so customers are not confused.
A brand name is different. It is the name you use in marketing, and it can differ from the company name. Some authorities let you add it to your license as an operating name, as long as it follows the same rules and does not contradict the company name.
A trademark is a separate legal registration. Under Federal Decree Law No. 36 of 2021, a trademark is a distinctive sign, such as a name, word, logo or design, that identifies goods or services as coming from a particular owner. The Ministry of Economy handles trademark applications online, and its list of required documents includes a copy of the commercial license.
In short, the licensing authority approves your trade name, and the Ministry of Economy approves your trademark. Having one does not give you the other.
What are the trade name rules in the UAE?
The Ministry of Economy and Tourism sets out the general rules for selecting a trade name. They apply to mainland companies, and the free zone rules largely mirror them.
- Legal form suffix. The name must end with the abbreviation of the company’s legal form, for example LLC.
- Suits the activity. The name must be consistent with the economic activity you will carry out.
- No improper words. It must not contain inappropriate words or anything that offends public sense.
- No protected names. It must not include the names of Almighty Allah, government authorities, or the names or logos of third parties.
- Unique. It must be available and not already registered by another company.
- Approvals. The licensing authority approves the trade name, and the Ministry of Economy approves the trademark.
- Renewal. Trade name certificates are renewable.
Dubai’s reservation service also asks for both an Arabic and an English trade name, and a reserved name is required before you can obtain a license.
How free zones add their own rules
Each free zone authority publishes its own naming rules, and they can differ from one zone to the next. DMCC’s published guidelines show the kind of detail to expect:
- A name cannot contradict the business activity, and a name that reflects the activity is preferred.
- Names protected or registered by others cannot be reserved unless you provide supporting documents, such as a no objection certificate, a license copy or a valid franchise agreement.
- Names are transliterated phonetically between Arabic and English, not translated literally.
- A name cannot begin with terms such as International, Middle East or Global.
- UAE, emirate names, city names and district names are restricted, and country and continent names are not acceptable. Nationalities can be used.
- Offensive words, names of God, and references to global political organisations or religious sects are prohibited.
- Names cannot fully or partly include active local or global brands or government projects.
- A family name can be used only together with a first name that belongs to one of the shareholders.
- Some words are restricted to specific activities. Finance is limited to regulated financial activities, Holding to holding companies, and Capital needs Central Bank approval.
These points come from DMCC. Check the rules of your own free zone before you shortlist names.
How to choose a trade name, step by step
- Fix the activity and legal form first. The Ministry of Economy and Tourism says the activity defines the legal form and the type of license, and the name must be consistent with both. A name chosen before the activity is settled often has to change.
- List names that suit the activity. Aim for a distinctive word plus a description that fits what the company does. DMCC prefers names that reflect the activity, and the Ministry requires the name to be consistent with it.
- Screen each name against the rules. Remove anything with restricted words, country or city names, government references, religious references or another company’s brand.
- Check availability. Use the licensing authority’s name search, and search the name on Google. Names protected or registered by others cannot be reserved without supporting documents.
- Test the Arabic. Dubai asks for both an Arabic and an English name, and DMCC notes that names are transliterated by sound instead of translated. Say the name aloud in both languages to see whether it reads well.
- Keep your brand name separate. If the name you want for marketing fails the rules, you may still be able to use it as a brand or operating name while the company name stays compliant. Ask the authority whether your zone allows an operating name.
Reserve your first choice and keep the others ready. If the authority rejects a name, you will want alternatives that already passed your own screening.
How to reserve and register a trade name
Reservation is the first formal step. The Ministry of Economy and Tourism lists trade name registration as step three in setting up a company, after you identify the activity and legal form, and before you apply for initial approval.
On the Dubai mainland
DET offers the trade name reservation service through its service centres, its website and the DED BUSINESS app. The website and app are available around the clock, and the service fee is AED 620 according to the DET service page. Check the DET page for the current fee before you plan your budget.
DET’s online help and service page describe the steps like this:
- Log in to your business dashboard, open My Transactions and select Reserve Business Name.
- Read and accept the terms and conditions.
- Check the owner details, which fill in from your registration.
- Enter the trade name in Arabic and in English.
- Describe the business activities the name will cover.
- Select the trade name characteristics that apply, then submit.
- Pay the service fee.
Once the name is reserved, you move on to initial approval and the remaining licensing steps.
In a free zone
Free zone authorities handle trade name enquiries, reservation and applications for companies inside their zones. The process, documents and charges differ by authority. Ask your chosen zone for its current process before you commit to a name.
Why trade names get rejected
Most rejections trace back to a rule in the lists above. These are the patterns to check before you submit.
- The name is too close to an existing company. Authorities do not grant names that are similar to an active company performing similar activities.
- The name does not fit the activity. A name that contradicts the licensed activity fails the consistency rule.
- The legal form suffix is missing. The Ministry of Economy and Tourism requires the abbreviation of the legal form at the end of the name.
- A restricted word is used without the right license. Words that imply a regulated activity, such as finance, need the matching activity or approval.
- The name includes a protected name. Another company’s brand, a government body or a government project cannot appear in your name.
- A personal name is used incorrectly. DMCC, for example, allows a family name only alongside a first name that belongs to a shareholder.
- The name begins with a barred term. DMCC does not allow names that begin with International, Middle East or Global.
If a name is rejected, revise it against the rule that failed and submit the next option from your shortlist.
Frequently asked questions
Do I have to reserve a trade name before I get a license?
Do I need both an Arabic and an English trade name?
Is a trade name the same as a trademark?
Can I use my own name as the company name?
Can I include Dubai or UAE in the name?
How much does it cost to reserve a trade name in Dubai?
What can I do if my name is rejected?
Can I use a brand name that differs from my company name?
Choosing a name that gets approved
If you are choosing between mainland and a free zone, the licensing authority you pick decides which naming rules and reservation process apply. Book a free consultation to talk through your shortlist before you reserve.
