[asark]

Generally, it's a good idea to force labeling of businesses and products to match their potential customers' expectations of what they mean. It's one of those places where fostering a well-functioning free market (by decreasing information asymmetry, to put it succinctly, even if we're not talking outright scammers) is at odds with some strict notions of liberty (to call your business or product whatever you please).

[JackFr]

There are similar requirements in some jurisdictions for lawyers. For instance if you work for a law firm, but are NOT a lawyer, you’re business card must indicate that.