The Department of Licensing and Consumer Affairs (DLCA) reminds all business license holders that the name in which their business has been licensed must match the name of their business or establishment. For example, if the name on the license reads Consumer Affairs, the name posted or displayed for the establishment must also say Consumer Affairs. It is a violation of the Virgin Islands licensing laws if your license reads Consumer Affairs, and your business has a sign posted out front called Customer Agency.
Both names must be the same, the name on the license and the d/b/a trade name or actual name of the business. Otherwise, in addition to violating the Virgin Islands licensing laws, a business would be engaging in an act of deceptive trade practice. The Deceptive Trade Practices Act, pursuant to Title 12A, Section 101 of the Virgin Islands Code, carries fines of up to $500 for businesses not in compliance.
Commissioner Wayne Biggs advises all business to ensure that their license name and d/b/a or name posted for the establishment are the same. The mission of DLCA is twofold with significant attention paid to businesses and consumers. Biggs reminds the community that a key function of the department is to ensure that all businesses and individuals comply with the licensing laws of the V.I. through education, regulation and enforcement.
For additional information, contact the Licensing Division of the Department of Licensing and Consumer Affairs on St. Croix at 773-2226 or on St. Thomas at 774-3130.