Provisions in relation to the naming of companies are set out in the Companies Act 2014. The Act includes requirements that a company name is distinctive (not too similar or identical to an existing name on the register); is not offensive; is not incorrectly suggesting official status or sponsorship by the State; and is properly suffixed (Ltd, CLG etc).
The Registrar of Companies can refuse to register a company name that is considered undesirable and has similar powers in relation to the registration of Business Names.
My department has consulted with the Registrar of Companies and is of the view that sufficient powers are available to refuse registration should an intended name be considered undesirable and does not consider that a legislative intervention is either warranted or proportionate.
Company law is dynamic and is kept under review on an ongoing basis, to ensure that it remains fit for purpose and that it is responsive to the evolving needs of enterprise, regulatory bodies and the wider economy.