Labling myself in my TOS/EULA

[voidix]

So, I live in California. I obtained my "Business License" and registered a fictitious business name. This name, however, does not relate to my domain name.

When I am writing my TOS/EULA, what do I refer to myself as? My business is a sole proprietorship, but has a fictitious business name (unrelated to the domain name). Should I use my fictitious business name or my real name?

For example,

This site is owned and operated by _______....

UNDER NO CIRCUMSTANCES SHALL _______ BE LIABLE FOR ANY DIRECT, INDIRECT, SPECIAL....

What do I put in the blank? My name? My Business Name? My domain name?

This may should like a stupid question, but I have no idea what I am doing. I appreciate the help! I am going to hire a lawyer, but want to get something up in the meantime.

[BusinessAdviser]

Either the name as which your LLC is registered, or the fictitious name registered for the LLC. Do not use anything else, as it may then be possible to lose your limited liability protection.

[voidix]

Its not an LLC, its an SP. Should I use my own name or my fictitious business name? Does it matter?

[BusinessAdviser]

My bad. Misread it. You can use either. But it does beg the question, why did you choose to not create a limited liability entity? The basis for your decision may be helpful to others.