I was wondering if asking people in my group to put a "tag" on their shop names would be considered cheating?

Example/further explanation: When I buy higher priced items, or anything really, I would consider spending a couple thousand more, if I knew that a friend of mine had the item in their shop. So I wanted to ask my friends, and group members, to put our group acronym on the end of their shops. They could name them what they want, but add {CwF} to the end of it. That way looking at the shop list I could see quickly if a shop belongs to someone I know...

Is this kind of cooperation "illegal" somehow or considered an unfair advantage?...