Often developers will adopt a marketing name for a development ahead of making an application to name a new street. This can lead to confusion in the sale and purchase of property on the development site and misunderstandings about what the actual address of a property is.
For this reason, it is advised to liaise with the developer at the earliest opportunity to ensure that the site is being marketed with the formal scheme for naming and numbering in mind.
Street names should not be used for advertising or commercial gain unless there is relevance to longstanding history of the site location.