Tnx for this John.
Anyone starting out should do 'due dilligence' before spending money (advertising) on using their chosen name.
They'd be daft to use an existing business name that's already been registered (as a limited company) and splattered all over t'internet, in every conceivable place... Unless they're trying to gain some credibility at the expense of the other company... which I though was illegal (know as 'passing off'). But I don't really know.
A plumbing mate of mine (sole trader) has used a solicitors letter on several occasions, which usually sorts the problem out.