If you want to run your business under a name other than your legal name in Florida, you'll need to register it. Florida calls this a "fictitious name"—in other states, you’ll see it called a “trade name” or a “DBA.”
The process involves three required steps: checking name availability, publishing a notice in a local newspaper, and submitting your application to the Florida Division of Corporations.
This guide walks you through each step, explains who must register and who qualifies for an exemption, compares fictitious name registration to forming an LLC, and breaks down every cost.
What is a DBA in Florida?
A DBA, short for "doing business as," lets a person or business operate under a name other than their legal name.
For example, if you're a sole proprietor named Maria Torres and you want to run your photography business under "Sunshine Coast Photography," that business name is your fictitious name, and Florida requires you to register it.
For a broader overview of how DBAs work across different states, see our guide to DBAs and how they work.
DBA, fictitious name, and trade name: What's the difference?
- DBA ("doing business as"): The informal, widely used shorthand. Most states use this term.
- Fictitious name: Florida's official legal term under Florida Statutes § 865.09. This is the language you'll see on state forms and the Division of Corporations website.
- Florida trade name: An informal term some people use to describe a business name that differs from the owner's legal name.
Who needs to file a Florida fictitious name, and who doesn't
If you're conducting business under any name other than your own legal name or your entity's registered name, you must file a fictitious name registration. This applies to all Florida business types:
- Sole proprietors
- General partnerships
- Limited partnerships
- LLCs
- Corporations
- Foreign entities
As an example, say you operate a cleaning service registered as “Dream Cleaners, LLC.” If you wish to advertise, enter contracts, and operate as “Dream Cleaners” then you must register a fictitious name.
If you're a sole proprietor weighing whether to register a fictitious name or form a full business entity, see our guide to starting a sole proprietorship in Florida. If you already have an LLC and want to operate under a different brand name, see our guide to adding a DBA to an existing LLC.
How to file a DBA in Florida: Step by step
Step 1: Search the Florida fictitious name database
Search the Florida Division of Corporations' name search tool to see whether your intended name is already in use.
Note: The Division of Corporations will not deny a registration for a duplicate name. If you file a name that's already in use, the state will register it anyway, and any dispute that follows is yours to resolve.
Run the search using your intended name and close variations. A clear database result doesn't give you trademark rights; name protection at that level requires a separate federal trademark application.
Step 2: Check Florida naming rules and restrictions
Before you can register, you must ensure your chosen name adheres to specific state guidelines. These rules are designed to prevent confusion and maintain the integrity of business names across the state.
- Entity suffixes. Your fictitious name cannot include words like "Corporation," "Incorporated," "Corp," "L.L.C.," or "P.A." unless at least one registrant is actually a business entity of that type, properly formed and authorized to do business in Florida.
- Financial institution terms. Your name cannot include "bank," "banc," "banco," "banque," "banker," "trust company," "savings and loan association," "savings bank," or "credit union" without authorization from the relevant regulatory body.
- Government affiliation. Names that could reasonably be mistaken for a federal, state, or local government agency are prohibited.
Step 3: Check for trademark conflicts
Before settling on your name, check that it doesn't infringe on an existing trademark. A clear result in the Florida fictitious name database does not mean the name is available for trademark purposes—those are separate systems.
Run the following searches before filing:
- Search the USPTO Trademark Database for federally registered marks.
- Search Florida state trademark registrations at dos.fl.gov/sunbiz.
- Run basic internet searches to check for common law trademark use.
- For complex situations or if you plan to build a brand around the name, consider consulting a trademark attorney.
LegalZoom's comprehensive trademark search services cover federal, state, and common law searches if you'd rather not navigate this on your own.
Note: Filing a DBA does not provide federal or state trademark protection. If you want to lock down your business name, a federal trademark application through the USPTO is the right next step.
Step 4: Publish notice in a Florida newspaper
Before or at the same time as your state filing, you must advertise your intended fictitious name at least once in a newspaper of general circulation in the county where your principal place of business is located, under Chapter 50, Florida Statutes. This must happen before or alongside your state filing, not after.
- The newspaper must be published at least once a week and must have been in existence for at least one year. If you're unsure which publications qualify in your county, contact the county clerk's office.
- Your notice must identify your intended fictitious name, your legal name or entity name, and your business address.
- The state does not require you to submit proof of publication with your registration; you certify compliance when you sign the application. Even so, save any confirmation the newspaper provides—if a state agency, bank, or court ever asks for evidence of compliance, that document is your proof.
Publication costs typically range from $10 to $100, depending on the newspaper you’re posting in.
Step 5: File the fictitious name registration with the state
With your name confirmed and your newspaper notice published, file with the Florida Division of Corporations. You have two options: online or by mail.
- Online. File through the Sunbiz portal. Online filing is the fastest method. You'll need a valid email address; your filing acknowledgment will be sent there. Online filings accept payment by credit card only.
- By mail. Download and print the fictitious name registration application, complete it, and mail it with a check or money order.
Your registration must include:
- The fictitious name you are registering
- The mailing address of the business
- The name and address of each registrant
If you're filing as a business entity, you'll also need your Florida document registration number and, if applicable, your federal employer identification number (EIN).
Step 6: Pay the filing fee and submit
The state filing fee is $50, regardless of business type or county. For mail filings, include a check or money order made payable to the Florida Department of State, in U.S. currency drawn from a U.S. bank.
Once the state processes your application, you'll receive a confirmation letter that includes the name registered, your assigned registration number, and the date of registration. Keep that letter—banks and vendors will often ask for it when you open a business account or establish credit under your fictitious name.
What to do after you receive your Florida DBA registration
Once your confirmation letter arrives, you can put your fictitious name to work. Here's what to tackle first.
Opening a business bank account
Most banks require your fictitious name registration certificate to open an account under your DBA name. Beyond the registration certificate, Florida banks typically also require:
- A federal employer identification number (EIN)
- A business license, if applicable to your business type
- Personal identification of the business owner
- An initial deposit as required by the bank
Requirements vary by institution, so call ahead to confirm exactly what your bank needs before you go in.
Obtaining business licenses and permits
Your approved DBA registration allows you to apply for business licenses and permits under your fictitious name. Proof of registration is typically required for county and city licenses. Some professional licenses may have additional name registration requirements—check with the relevant licensing authority before applying.
Using your DBA for marketing and contracts
After registration, you can legally use your fictitious name for business signage and storefront displays, marketing materials and advertisements, website and social media, business cards, and contracts and agreements. When entering contracts, include proper disclosure of the underlying legal entity—for example, "Sunshine Coast Photography, a fictitious name of Maria Torres."
How much does a Florida DBA cost?
| Cost Item | Amount |
|---|---|
| State filing fee | $50 |
| Newspaper publication | $10–$100 (varies by county) |
| Estimated total | $60–$150 |
Optional add-ons include:
- Certificate of status ($10): Certifies the status and existence of the fictitious name registration. Some banks and licensing agencies request this when you open accounts or apply for permits.
- Certified copy ($30): A filed stamped copy of your registration, verified as a true and correct copy of the document on record. If you anticipate needing official proof for contracts or financing, ordering one at the time of filing is most efficient.
There are no county-level filing fees; all filings go directly to the state. There is a $50 renewal fee due every five years.
How long does a DBA take in Florida?
When you are ready to launch your business under a new name, knowing the timeline is crucial. The total time it takes to register your Florida fictitious name depends on the method of filing and a unique requirement of the Florida process—publishing a notice in a local newspaper.
- Online filing: same day to 24 hours. Your registration typically posts to the state's business database the same day. Confirmation is sent within 24 hours to the email address you provide.
- Mail filing: several weeks. Processing times vary and can run several weeks depending on current volume. The Division maintains a document processing dates page on its website showing current turnaround estimates.
- Newspaper publication: varies. Before or at the same time as your filing, you must publish notice in a qualifying county newspaper. Some newspapers run legal notices weekly; others publish daily. Contact your county newspaper directly to ask how quickly they can place your notice. If you need your registration active quickly, call ahead.
| Step | Estimated Time |
|---|---|
| Name search | Same day |
| Newspaper publication | 1–7 days (varies by publication) |
| Online state filing | Same day to 24 hours |
| Mail state filing | Several weeks |
The fastest path is to contact your county newspaper first, arrange publication, and file online the same day the notice runs or is confirmed.
Florida DBA renewal, changes, and cancellation
Once your fictitious name is registered, maintaining your compliance with the Florida Department of State is an ongoing responsibility. Managing your registration effectively ensures that your business name remains active and protected, allowing you to operate without disruption.
Renewal
A fictitious name expires on December 31 of the fifth calendar year after registration. If you register in 2025, your registration expires December 31, 2030. You can renew on or after January 1 and on or before December 31 of the expiration year, online or by mail, for $50.
Under Florida Statutes § 865.09(6)(c), if you miss the renewal deadline, the registration expires permanently and cannot be reinstated. You must file a brand-new registration, including newspaper publication and the $50 filing fee.
What you can and can't change
The renewal application lets you update your mailing address, Florida county of principal place of business, FEI/EIN number, and the name and address of the registration's owners. You cannot change the fictitious name itself. To operate under a different name, cancel the current registration and file a new one—triggering the full filing sequence again.
Cancellation
If you stop using your fictitious name, you must cancel the registration within 30 days of ceasing use. Submit cancellations by mail using the appropriate fictitious name registration form with Section 4 completed. They cannot be processed online.
Canceling a Florida DBA does not terminate the underlying legal entity. It only removes the fictitious name from the state record.
DBA vs. LLC in Florida: what's the difference?
A Florida fictitious name registration and a Florida LLC solve different problems. An LLC is a formal business structure that exists as its own separate legal entity, whereas a DBA is simply a customer-facing brand name. Starting an LLC can be thought of as starting a business, while filing a DBA is closer to starting a brand. A DBA does not offer any liability protection like an LLC does, it simply permits you to operate under that name with legal transparency.
Under Florida Statutes § 865.09, operating under an unregistered fictitious name is a second-degree misdemeanor. Beyond the legal exposure, banks may refuse to open a business account in that name, and you may be unable to enforce contracts entered into under the unregistered name in Florida courts.
Many LLC owners file a DBA to drop the “LLC” from their name for branding purposes, but you don’t need an LLC to file a DBA. Many sole proprietors use a DBA to start a home business that would otherwise need to be operated under their own name. For instance, say you are a painter and you sell paintings of birds at the farmers’ market. You may wish to operate under your name, or you may wish to sell your paintings as “Funky Birds”—you’d need a DBA.
Which one do you need?
If you're a sole proprietor testing a business idea on a tight budget, a fictitious name registration gets you operating legally under a brand name for $50 plus publication costs. If you're building a business with real revenue, clients, or any exposure to lawsuits, an LLC gives you structural protections a fictitious name cannot.
Common mistakes when filing a Florida DBA
Navigating the filing process involves several technical requirements, and even minor missteps can impact your registration's validity. Being aware of these common pitfalls can help you ensure your application proceeds smoothly.
- Filing before publishing. The newspaper publication step must occur before or at the same time as your state filing. Reversing that order puts your application out of compliance from the start.
- Skipping the name conflict check. The state will register a duplicate name without flagging it. If your chosen name is already in use, you can still register it—and still face a dispute you'll have to resolve on your own.
- Missing the renewal deadline. December 31 of your fifth year is a hard cutoff. An expired registration cannot be reinstated; you must start the entire process over, including newspaper publication.
- Assuming a DBA provides legal protection. A fictitious name registration does not shield your personal assets, does not create a separate legal entity, and does not give you exclusive rights to the name.
- Choosing a name that conflicts with an existing trademark. A clear result in the Florida fictitious name database does not mean the name is available for trademark purposes. If you plan to build a brand around the name, run a federal trademark search before you file.
Ready to file your Florida DBA?
LegalZoom has helped more than 2 million businesses form and file. Instead of navigating the Sunbiz portal on your own, coordinating newspaper publication, and tracking renewal deadlines, you can let us handle the details while you focus on running your business. File your Florida DBA through LegalZoom and get your fictitious name on record—fast, accurately, and with the backing of a platform trusted by business owners across the country.
Florida DBA FAQs
Can I open a business bank account with a Florida DBA?
Most banks require your fictitious name registration certificate to open a business account under your DBA name. Requirements vary by institution; call ahead to confirm exactly what documents your bank needs.
Does a Florida DBA registration protect my business name statewide?
Your registration applies statewide, but statewide filing is not the same as statewide protection. Registration does not reserve the name against use by another party and does not provide trademark rights. If you want the name locked down, a federal trademark application is the right next step.
Can an LLC or corporation file a DBA in Florida?
Yes. Any LLC or corporation that wants to operate under a name other than its registered entity name must file a fictitious name registration. A single LLC or corporation can register multiple DBAs—common when a business operates different brands under one entity without forming separate companies for each.
Can I trademark my DBA name?
Yes. You can apply for federal trademark protection for your DBA name through the USPTO. A federal trademark provides broader protection than DBA registration and can prevent others from using confusingly similar names in commerce. For state-level protection, you can also register a trademark using Florida's Application for Registration of a Trademark or Service Mark. For complex applications or if you're building a brand around the name, consider consulting a trademark attorney or using LegalZoom's trademark registration service.
Do I need a registered agent for a Florida DBA?
DBAs are not legal business entity registrations, so they do not require a registered agent. However, if the business entity behind the DBA—such as an LLC or corporation—is registered in Florida, that entity must maintain a Florida registered agent on file with the state. A DBA does not obligate sole proprietors to maintain a registered agent.
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