[There is no freedom in transacting business under a false identity or lying to clients.]
The men are the clients. They are paying for the right to say "hello". The Nanny State has no business entering into the equation. No other country does this.
And England just banned smoking completely tonight. But England wouldn't do this kind of nonsense.
When they go to a site peddling marriage they are consenting to be introduced for purposes of marriage.
Anything else crosses numerous laws regarding fraud, and advertising.