Key takeaways
- Booking a trade name with Invest in Dubai costs AED 620 and takes about 10 minutes.
- Names must be written literally, not translated: 'High Sky' stays 'High Sky', not its Arabic meaning.
- Family, tribe or other people's names aren't allowed unless the name belongs to the licensee.
- A cancelled name can't be reused by another trader until one year has passed, under the Commercial Transactions Law.
- A trade name isn't a trademark: brand rights come from MoET registration.
The rules DET applies
Invest in Dubai publishes the guidelines DET uses when it checks a name. Your trade name should:
- Be a proper name, free from obscene or indecent words and not offensive to the public.
- Not include Allah's name, 'God' or His divine attributes.
- Avoid family, tribe or other individuals' names, unless the name belongs to the licensee.
- Be distinct, and not similar to existing brands in Dubai, government projects or international brands.
- Be written literally, not translated: 'السماء العالية' becomes 'Al Samaa Al Aalya', and 'هاي سكاي' becomes 'High Sky'.
- Reflect the business activity: Invest in Dubai's example is that 'Al Madina Contracting' can't be used for a building materials trading license.
- Avoid restricted names, including global political organisations and religious sectarian organisations.
The name must also end with the legal form, such as LLC or EST. DET can cancel or change a trade name if it finds a similar one already exists.
The most common rejections
| Mistake | Example of the problem | Fix |
|---|---|---|
| Name doesn't fit the activity | A 'Contracting' name for a trading license | Use words that describe the licensed activity |
| Too close to an existing or famous brand | A well-known brand plus one letter | Choose a distinct, original word |
| Translated instead of transliterated | An Arabic name entered as its English meaning | Write the Arabic sounds in Latin letters |
| Personal or family name not yours | A tribe or another person's name | Use your own name or an invented one |
| Missing legal form | No LLC or EST at the end | Add the suffix for your legal form |
How to check a name before you book it
- Use the Invest in Dubai name availability check first; it's free.
- Search the name online and on social media to spot brands DET may treat as similar.
- Check whether the name is filed as a trademark with MoET.
- Prepare three or four options, because the first choice is often taken.
Once you're sure, booking costs AED 620 and Invest in Dubai says it completes within 10 minutes, with only a verified portal account needed.
Rules from the Commercial Transactions Law
Federal Decree-Law No. 50 of 2022, the Commercial Transactions Law, adds three rules worth knowing. An individual trader's name is made up of their given name and surname, and may add the type of trade or an invented name. A trade name can't be sold separately from the business it belongs to. And a trader can't use another trader's name until one year after that name expired or was removed.
Trade name vs trademark
A trade name is your company's registered name in DET's records. It doesn't give exclusive rights to a brand on products or online; a trademark registered with the Ministry of Economy and Tourism does. If your company name and brand are the same, file the trademark soon after booking the name. See trademark registration.
Free zone companies reserve names with their free zone authority under its own rules, not with DET. Real estate brokerages follow DET's trade name process too; see real estate name registration.
How we help
We screen your shortlist against DET's guidelines, check for trademark conflicts and book the name for you. See trade name registration.
Sources
- Invest in Dubai: request to book a trade name
- UAE Legislation: Federal Decree-Law No. 50 of 2022, Commercial Transactions Law
- UAE government portal: steps to start a business on the mainland
Official sources checked on 7 November 2026. This guide explains published rules in plain English and is not legal or tax advice. Rules change; we check the current position for your case before you act.