Trade name reservation is the first official step in setting up any Dubai mainland company — and one of the easiest places to lose a week of progress if you don't know the rules. Here's exactly how Dubai Economy & Tourism (DET, formerly DED) approves names in 2026.
What a trade name actually is
Your trade name is the official commercial name of your company — what appears on your trade licence, contracts, and invoices. It can be in English, Arabic, or both, and is reserved separately from any later trademark registration. Reservation is valid for 6 months and renewable for another 6 months while you complete the licence application.
The 2026 DET naming rules
- Three-part structure — most names follow the format: [Distinctive name] + [Activity descriptor] + [Legal form]. Example: "Crescent Bay Marketing LLC".
- No abbreviations for legal form — must be spelled out (LLC, FZ-LLC, Sole Establishment).
- Activity descriptor must match your licence activities (a marketing company can't be called "X Trading LLC").
- Distinctive name cannot be a single common word ("Trading LLC" is rejected; "Halcyon Trading LLC" is approved).
- Owner-name rule — if you use a personal name (e.g. "Ahmed Mohamed Trading"), it must be the owner's own legal name, not a third party's.
- No country, government, or religious references without approval.
Forbidden words and reasons
| Forbidden / restricted | Why |
|---|---|
| Allah, prophet, religious figure names | Religious sensitivity |
| Dubai, UAE, Emirates (without approval) | National identity protection |
| Bank, insurance, finance (without licence) | Reserved for licensed entities |
| University, college, academy (without MOE) | Education ministry approval needed |
| Royal, royal family names | Protected |
| Crown, kingdom, emirate | Sovereign references |
| Political party names | Banned |
| Names of foreign companies (Apple, Google) | Trademark conflict |
| Profanity / culturally offensive terms | Public decency |
Pre-checks you should do
- Search the DET trade name register through the Invest in Dubai portal (free, instant).
- Check the federal trademark register — a name with an existing UAE trademark by another entity is rejected.
- Verify domain availability (.ae and .com) — a brand whose domain is taken often signals trademark conflict.
- Run a quick Arabic transliteration check — your name will need an Arabic version, and clumsy transliterations can be rejected.
Step-by-step reservation
- Log into the Invest in Dubai portal (or use a registered agent).
- Submit 3 trade name options ranked in priority order.
- Pay the trade name reservation fee (AED 620 — non-refundable per submission).
- DET reviews — typically same day or next working day.
- Approval letter issued, valid for 6 months.
- Use the approved name on your initial approval, MOA, and licence application.
Fees in 2026
| Item | Fee (AED) |
|---|---|
| Trade name reservation | 620 |
| Foreign company name (e.g. own personal brand) | 2,000 surcharge |
| Reservation extension (6 months) | 200 |
| Name change (post-licence) | 1,500 – 2,500 |
| Fast-track review | 500 surcharge |
Approval timeline
DET trade name reservation is typically processed within 1 working day for clean applications. Common reasons for delay or rejection:
- Activity descriptor doesn't match planned licence activities.
- Distinctive component too generic.
- Translation quality issue between Arabic and English.
- Hidden conflict with an existing licensed business in similar activity.
- Use of restricted words without supporting approvals.
Worked examples
| Proposed name | Status | Reason |
|---|---|---|
| "Halcyon Bay Marketing LLC" | Approved | Distinctive + matches activity + legal form |
| "Trading and General LLC" | Rejected | No distinctive name |
| "Dubai Tower Logistics LLC" | Conditional | "Dubai" needs Government Affairs approval |
| "Apple Tech Trading LLC" | Rejected | Trademark conflict |
| "Crescent Allah Investments LLC" | Rejected | Religious term |
| "AB Royal Holdings LLC" | Rejected | Restricted word "Royal" |
Frequently asked questions
Can I reserve a name before forming the company?
Yes — that's the standard sequence. Reservation is valid for 6 months, giving you time to complete shareholder agreements, MOA, and lease.
Can I reuse a name from a cancelled company?
Once a licence is cancelled, the name is held in reserve for 12 months before being released. After that anyone can re-register it.
What's the difference between a trade name and a brand name?
The trade name is your legal name on the licence. Your brand name is what you use commercially (e.g. trading name, product name) and may be different — but you'd typically register the brand as a trademark separately.
Do free zones use the same naming rules?
Largely yes — IFZA, DMCC, ADGM all follow similar restrictions on religious, sovereign, and reserved-activity terms. Each authority has its own approval portal.
Can my name include "international" or "global"?
Yes, with no surcharge. "International" and "global" are common descriptors and freely allowed.
What if my preferred name is rejected?
You'll need to submit fresh options — the AED 620 reservation fee is per submission and non-refundable on rejection. We recommend agents pre-screen 5–8 options before submitting.
How we help
Visa Simplified pre-screens your trade name options against DET, federal trademark, and free zone registers before submission — significantly cutting the rejection rate. See our business setup service, or our broader Dubai mainland LLC guide for the full licensing flow after name reservation.
Need help with this?
Our PRO consultants handle the full process end-to-end — documents, government submission, and delivery. Service fee is fully refundable pre-submission.