Treat a business-name mismatch as an evidence question first. Identify the entity providing the advertised service, compare its name and identifier with the relevant register, and establish how the customer-facing brand connects to that entity. G2RS requires submitted business details to match the relevant registry.
A brand name on a landing page and a legal name in a registry can both be accurate. The question is whether the relationship is clear and supported. Review that relationship before treating a spelling change as the solution.
Who is actually providing the advertised service?
Start with the product shown on the landing page. Ask the business owner which legal entity provides it and which records support that answer. A group company or agency may have a similar name without being the entity responsible for this service. Keep that distinction visible in your review.
Which record explains each difference?
Compare the original registry entry, business documents and application information side by side. Look beyond the name: identifiers can help distinguish similarly named businesses. Separate spelling differences from a different legal entity or an unexplained trading name. Record the discrepancy before deciding which information needs correction.
Can a customer understand the relationship?
Read the destination as a new customer would. If the brand and legal entity have different names, check whether the website explains the genuine relationship accurately. Your team should use supporting records to resolve uncertainty, then update inaccurate information. Changing text to resemble a register does not establish that relationship.
A matching name is not proof that the business is licensed for the advertised activity. Never use another entity’s registration to fill a gap. Refer unresolved permissions or legal-identity questions to an appropriately qualified adviser.
How to organize your team’s next step
Keep a small comparison sheet with one row per record: the advertised page, registry entry and information supplied for verification. Note the source and the person responsible for each discrepancy. This helps the team distinguish a missing explanation from a fact that needs correcting.
Put the findings to work
A scoped AI Gaur readiness audit can turn the discrepancies into a prioritized fix list for your team. Review our sample audit to see the format, or send the website and target market so we can discuss the scope.