You don't have to have a business. Not sure why you think there has to be one.
Hence, the reason questions are formulated in the first place. When one does not possess information, but wishes that he was in possession of a particular bit of information, he formulates an interrogative statement designed to encourage those in possession of said information to share said information with the individual inquiring. It’s really quite simp,e.
I was under the impression that only a business would want to use someone’s name, image, or likeness to sell a product or service. I assumed, apparently incorrectly that private individuals who were not representatives of commercial businesses and thus were not selling products or services would have no need for a celebrity’s name, image, or likeness. I assumed, also apparently incorrectly, that there were regulations in place preventing private individuals from paying a celebrity to use his/her name image or likeness. That just makes no sense to not have some regulations in place like that.