Legislation, legislation, legislation
You mention you are 'having a drive' to get associates to specify name but dont specify why you are having this drive. Is there a sound business case behind this with empirical evidence to back it up or is it just a whim?
Bottom line here is not personal viewpoints but legislation, firstly consult your industry/trade association code of conduct, then you might like to try the Direct Marketing Association (unable to view their present code of conduct as its only available to members but I cant remember it specifying anything previously), the Direct Selling Association dont appear to specify it either.
The you could try Gvnt Association OFGAS and OFGEM - you mention OFTEL who regulate the telecoms market not telemarketing/direct selling - are you sure you understand our industry sufficiently? Next there's Europe and the European Law on Distance Selling, dont seem to remember too much about names in that either. Lastly theres the Data Protection Act, which covers appropriate use of data which may or may not include agents full names depending on how you take it. Did you know colleges can no longer release absence stats of vocational students to their employers, this Act is becoming all encompassing.
Last but not least consider your staff and trade unions, I know council staff who are accosted bullied and harrassed in the street (when off duty) because they've forgotten to take their badge off.
One of my first jobs was to work for a loan company, the debt chasing department always used unisex false names - Chris Smith, Sam Jacobs etc and it never did them any harm. The customer does not have a 'right' to any employees full name or any other personal details about them and all employers have a liability for the safety of their employees.
Unless its harming sales, I've not seen any empirical evidence that it makes a jot of difference to customer perception although it does provide a victim for customer praise or rebuke.