I know that the fair housing bug needs to be included when advertising mortgage products but it wouldn't necessarily be required if the advertisement just included the name of the bank and no mention of mortgage products but what about a situation where the name of the entity includes a reference to mortgages? Such as "Joe's Residential Mortgage." Would just having the name require the fair housing items?

I am having a hard time with context. What does "Joe's Residential Mortgage." and advertising have in common?

Lets say an advertisement on a website or a page in a magazine, ad just has the mortgage company's logo and the words "Joe's Residential Mortgage LLC" as the name of the company.

Well, that pretty much narrows down what they do - if they are not advertising the fact that they are in the business of mortgage lending, I am not sure what they would be doing. I doubt they book many car loans.

But under what regulation does a non-financial institution LLC have to abide by?

Dealing with a bank subsidiary, but good question regardless as I need to think about what is going to be applicable.