If you pay to advertise on mumsnet...

[newlifenewname]

Can you make references in your other postings about what you do without feeling guilty?
Obviously, without turning into a complete nobber and posting about yourself with gay abandon.

I don't see why not

I say what I do/who I am if people ask me directly. I try not to intentionally talk about what's happening in shop (although sometimes it happens by mistake ).

I get narked by the "ooh look what I have just got in stock" type posts with every single new item of stock - even with an ad... you mention it in the ad.

If people ask what products are though, I do tend to link to my own listings for them rather than someone else's iyswim.

Dunno if that's right though!!

It all depends on what your business is though - nappies is a very clear cut area.