People in three local authority areas are being invited to choose a name for the new Forth crossing at Kincardine.
The new crossing is expected to be completed by winter 2008
Transport Minister Stewart Stevenson said adverts will be placed in local newspapers next month giving people four weeks to make their suggestions.
The issue has already prompted strong feelings among Clackmannanshire and Fife councillors who have each launched rival campaigns to pick the name.
The £120m crossing is due to be completed by winter 2008.
Government agency Transport Scotland said it has already received some witty suggestions such as 'Bridge at Jones Diary' and 'Blackadder Crossing.'
The public consultation exercise has been launched in the Clackmannanshire, Falkirk and Fife areas - the three local authorities bordering the bridge.
Once suggestions have been sent to Transport Scotland a selection will be forwarded to ministers who will announce the new name in due course.
On completion, the bridge deck will be 1.2km long, weigh 35,000 tonnes and will sit on 25 piers which are each filled with 840 tonnes of concrete.
Clackmannanshire wants the bridge named after its area and Fife Council has lobbied Scottish ministers to officially name it "Kingdom Bridge".
Mr Stevenson said: "The new crossing will open up economic opportunities, ease congestion in Kincardine and improve access to Alloa.
"By announcing the naming process today, we are able to take a real step forward in the overall delivery of this bridge.
"This approach enables us to engage with local communities to find a name befitting of this fantastic structure."