Donald Trump is reluctant to call his replacement to Obama's controversial Affordable Care Act "Trumpcare" as he thinks named brands are inappropriate for government projects, his chief counsellor has said.

Kellyanne Conway told Fox News' America's Newsroom programme that the project was "serious business" and therefore would not be named after the US president himself.

“It’s the American Health Care Act, and I think it’s aptly named that for this reason,” said Ms Conway.

“It wants to cover, it wants everyone to have access to coverage, and that is something that didn’t happen under Obamacare.

"I’ll call it Trumpcare if you want to, but I didn’t hear President Trump say to any of us, ‘I want my name on that.’ It’s not about branding according to someone’s name. This is serious business.”