Sometimes I feel like if I do so I’m basically serving as an ad, and I don’t really care for that, especially if later I find that the business was scummy in some ways (which is often the case, especially later as it changes leadership/ownership).
If you do, how do you deal with it?
Full agree. You’re not paid to influence but I also say you’re not paid to fret over it either whether it’s with strangers or acquaintances.
My advice for you overall is don’t sweat it if you casually mention a brand name, but if you’re unsure whether to put one in a comment think about it this way. Recommend a brand name if you think it would be helpful for the person you’re talking to, as in that case there’s no sense at hinting at a brand name or giving a riddle to someone who’s looking for a product they can trust will serve them well. If it’s just part of some anecdote where the brand isn’t relevant or helpful, then talk about it generically.