Subject to any express provision to the contrary, this Chapter applies to any person carrying on business in the United Kingdom.
The provisions of this Chapter do not prevent—
an individual carrying on business under a name consisting of his surname without any addition other than a permitted addition, or
individuals carrying on business in partnership under a name consisting of the surnames of all the partners without any addition other than a permitted addition.
The following are the permitted additions—
in the case of an individual, his forename or initial;
in the case of a partnership—
the forenames of individual partners or the initials of those forenames, or
where two or more individual partners have the same surname, the addition of "s" at the end of that surname;
in either case, an addition merely indicating that the business is carried on in succession to a former owner of the business.