R590-154-5. Licensee Name

  (1) A licensee licensed under the Utah Insurance Code shall not use any name that is:

  (a) misleading or deceptive;

  (b) likely to be mistaken for another licensee already in business; or

  (c) implies association or connection with any other organization where actual bona fide association or connection does not exist.

  (2) "Insurance consulting," "insurance consultants" or similar words shall only be used if the licensee is licensed as a consultant.

  (3) A licensee shall be licensed using the licensee's legal name.

  (4)(a) Section 31A-23a-110(2) permits a licensee to use an assumed name by notifying the commissioner.

  (b) In order to give notice of an assumed name as required by Section 31A-23a-110(2), the licensee shall comply with R590-244-13.

  (5) A licensee may use its legal name, or an assumed name provided the commissioner is properly notified of the assumed name.