Choosing a business name or a trade name for your company is subject to certain rules.

If you register your business in the trade register of the Chamber of Commerce, a general search will be done to check if there is already a business with that name in your region. It is in your interest to pay for the Chamber of Commerce to conduct a nationwide business name search. This also includes a search of business names which sound similar but are spelled differently.

• Your business name must not be confusing or misleading. That means that you cannot choose a name which is already being used by someone else or which is similar to it.
• You may not represent yourself as anything other than what you really are. So, for example, you cannot use 'BV' in your business name if your business is not a BV (private limited company).
• Your trading name may not conflict with existing trade names. Please note that the Chamber of Commerce does not investigate whether this is the case when you register your business. The Benelux-Merkenbureau (BeneluxTrademark Agency) in The Hague is responsible for protecting trade names.

Your trade name is protected from the date that your company is operative and becomes known to third parties.