I have had this discussion many times. A sign on your business's frontage is not advertising. It is a label. It is the name of a thing on that thing. It is contained entirely within your space, not invasive, and does not involve manipulating anyone or creating perverse systems to manipulate people. Stating your existence is fine. It enables those who might want to find you, to find you when they choose to seek you out. Advertising goes beyond mere labelling and is innately deceptive. You not noticing the harm is not the same as not being harmed. You liking being deceived is not the same as not being deceived.