Naming and branding a competition website
With more than 1,067 active competition-named companies on the Companies House register in our directory, names like “Prize Comps” or “Win Big Competitions” are taken many times over. A distinctive, available name protects your marketing spend and makes your brand easier to trust. This guide covers the legal checks and practical branding choices.
Company name rules
Companies House sets the rules for company names:
- Your name cannot be the same as another registered company's.
- If it is too similar to another company's name or a trade mark, you may have to change it after a complaint.
- It cannot be offensive, and it cannot use a “sensitive” word or suggest a connection with government without permission.
- It usually has to end in “Limited” or “Ltd”.
The detailed incorporation and names guidance lists the sensitive words. You can trade under a different brand from your registered company name. Many comp sites do.
Check for clashes
- Search the Companies House register for your name and close variants.
- Search our brand directory and new companies list to see competition businesses using similar names.
- Check the UK trade mark register for marks in relevant classes.
- Check that the domain and the social media handles are available.
Similar names cause confused customers, misdirected complaints and reviews, and possible legal disputes. They also make it harder to build search visibility.
How crowded the name space is
Our directory is built from Companies House searches for competition-related words, so it shows which words new operators reach for. Of the 1,067 active companies it listed on 28 October 2026:
- 794 have “competition” or “competitions” in their registered name;
- 162 use “comp” or “comps”;
- 93 use “giveaway”, and 27 use “raffle”;
- popular extra words include “lucky” (23), “dream” (20) and “cash” (11).
A generic word like “competitions” tells people what you do, but it won't distinguish you. The distinctive part of the name has to do that work. Names built from a place, a niche (cars, carp fishing, tech, watches) or an invented word are easier to protect and to find in search than another variation on “Lucky Win Competitions”.
What makes a good comp name
- Easy to say and spell. People hear names in videos, livestream draws and word of mouth, so they need to be able to type it after hearing it once.
- Short in a URL and a social handle. Check how it looks as a .co.uk domain and an Instagram, TikTok or Facebook handle. Long names get truncated.
- Room to grow. A name tied to one prize type, such as cars only, can limit you later. A niche name can also be a strength if you plan to stay specialist.
- Honest tone. Avoid promises of guaranteed wins, “free money” or easy riches. They clash with advertising rules and the DCMS Code's marketing expectations.
- Adult feel. Comps are 18+, so pick a name and visual style that would look wrong on a children's product.
Choosing a domain
A short, memorable .co.uk or .uk domain signals a UK business. Avoid hyphens and numbers that are hard to say aloud. If your exact brand domain is gone, buying an established domain can be quicker than compromising on the name. Our marketplace lists domains for sale, including fastcompetitions.co.uk, rafflegames.co.uk, skillwin.co.uk, with transfer through Escrow.com.
Branding for an adult audience
Comps are for adults only. The DCMS Code asks operators to verify age and not to target advertising at under-18s (clause 1.1), and to market responsibly to protect children and vulnerable people (clause 1.11). Your branding should match that:
- Avoid cartoon styles, mascots, slang and imagery that appeal mainly to children or teenagers.
- Avoid names and taglines that suggest entering will fix money problems, replace a job or bring financial security. The Code specifically asks operators not to suggest this (1.11).
- Show “18+” and your responsible-play links prominently.
Building trust
New players judge a comp site in seconds. These features build trust and match what the DCMS Code expects:
- a clear “about us” page with the company name, number and registered address (CAP 8.17.9 requires promoter details)
- a visible free entry route and rules summary
- a published draw method and past winners (CAP 8.28.5)
- published player-protection measures (DCMS 3.4)
- consistent branding across site, social media and emails
Frequently asked questions
Can my brand name differ from my company name?
Yes. You can trade under a brand that differs from your registered company name. Your terms and promoter details must still show the company that runs the promotions.
Should I register a trade mark?
A registered trade mark makes it easier to stop copycats. Search the UK trade mark register first and take advice on the right classes.
Should my name include “competitions” or “comps”?
It helps people understand what you do, and most operators in our directory use one of them. But the word itself is generic, so the rest of the name must be distinctive enough to register, protect and find in search.
Is it worth buying an existing domain?
Often, if it is short and relevant. Check its history for spam or past use. Our marketplace lists competition domains for sale.
Sources
- Companies House: choose a company name
- Companies House: incorporation and names guidance
- UK IPO: search for a trade mark
- DCMS: Voluntary Code of Good Practice for Prize Draw Operators
- CAP Code, section 8: promotional marketing
Sources checked 29 October 2026.
- How to start a competition website in the UK
- Prize competitions vs lotteries: staying on the right side of the law
- The DCMS Voluntary Code for prize draw operators, explained
- Choosing a competition website platform
- Taking payments on a competition website
- Naming and branding a competition website
- Marketing rules for competition sites
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