The regulator said that it wanted to prevent names used by commercial firms that could mislead people looking for free, impartial, charitable or public sector assistance.
It also wanted firms to avoid misleading customers about the services on offer, the cost of these services, the geographic scope of the business or the relationship with other businesses.
The article mentions the use of the world "helpline" which was banned from use in a finance related company name & domain name.
Interesting implications for anyone who has snapped up keyword domains over the years. It's unlikely pure information sites would be impacted (advice monetised by ads), but perhaps affiliate sites could be treading on thin ice as there's a commerical intent there.
Also, it could bring up a legal issue with MFA websites that are clearly designed to channel people (searchers) via low quality content to ads for financial gain.
In all likelihood, it's just focusing on brick and mortar businesses right now though.