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    imited value today -- as an online seller, you may be transacting worldwide, not just in your home county.

    The original rationale for these regulations was to protect consumers from fly-by-night b

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    QUESTION: What legal considerations are there in chosing the seller name for my online store? I don't want to use someone else's name or a prohibited name.

    ANSWER: Technically, there are some legal requirements for naming your business, but many of these rules are obsolete (and unobserved and unenforced) for online sellers.

    In most counties in the United States, you're required to obtain a "fictitious name" permit if you're operating a business using a name other than your full legal name. (In some counties they call it a "doing business as" permit.)

    In my county, for instance, the permit costs $20. After you submit the application, a clerk simply searches the county's files to ensure no other business is using the same name. Right off the bat, you can see this practice has limited value today -- as an online seller, you may be transacting worldwide, not just in your home county.

    The original rationale for these regulations was to protect consumers from fly-by-night bu

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    me legal requirements for naming your business, but many of these rules are obsolete (and unobserved and unenforced) for online sellers.

    In most counties in the United States, you're required to obtain a "fictitious name" permit if you're operating a business using a name other than your full legal name. (In some counties they call it a "doing business as" permit.)

    In my county, for instance, the permit costs $20. After you submit the application, a clerk simply searches the county's files to ensure no other business is using the same name. Right off the bat, you can see this practice has limited value today -- as an online seller, you may be transacting worldwide, not just in your home county.

    The original rationale for these regulations was to protect consumers from fly-by-night b

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    tain a "fictitious name" permit if you're operating a business using a name other than your full legal name. (In some counties they call it a "doing business as" permit.)

    In my county, for instance, the permit costs $20. After you submit the application, a clerk simply searches the county's files to ensure no other business is using the same name. Right off the bat, you can see this practice has limited value today -- as an online seller, you may be transacting worldwide, not just in your home county.

    The original rationale for these regulations was to protect consumers from fly-by-night b

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    , the permit costs $20. After you submit the application, a clerk simply searches the county's files to ensure no other business is using the same name. Right off the bat, you can see this practice has limited value today -- as an online seller, you may be transacting worldwide, not just in your home county.

    The original rationale for these regulations was to protect consumers from fly-by-night b

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    imited value today -- as an online seller, you may be transacting worldwide, not just in your home county.

    The original rationale for these regulations was to protect consumers from fly-by-night businesses. If someone purchased a product or service that turned out defective, the buyer might need to obtain the real name of the business owner to get a refund or sue.

    With today's marketplaces like Amazon and eBay, resolving problems is usually much simpler. If a buyer is unhappy with a purchase, they e-mail the seller. If the seller doesn't respond appropriately, Amazon or Paypal makes the buyer whole. If a seller (or buyer) gets into disputes often enough, their trading privileges are revoked.

    Another reason for "fictitious name" permits is to prevent new businesses from accidentally (or purposefully) using the name of an existing company, creating confusion. For example, in the Amazon context, if someone tried opening a seller account with the name "Barnes And Noble," that would be

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