Dunno about House Units but for starters, just ban all names starting or containing Clans.
It will not be long before we see Clan Wu-Tang...
Either they make a mechanic where players can join official House/Clan units in-game or they ban the use of famous merc/units companies because it'll get ridiculous pretty quick in a MMO setting with multiple wolf's dragoons, GDL, ELH etc etc.
OR they should follow the MW2/4 Merc games. Players have to create their own
unique units BUT can choose to be sponsored by Houses or certain Merc companies. So for those who really wish to align themselves to a certain faction in a more official capacity, can still do so (and actually make sense).
But what about derogatory names like B***Strikers Company or ILUVB00BS Brigade?
Well, i think it should be treated as a case by case basis. They should allow players to report unit names that are inappropriate (racists, criminal etcetc) and they should swiftly act upon it. Of course, they can ban the more famous terms but they wouldn't cover it all, its not possible.
...I actually dun mind funny names like The FacePalmers Regiment or Clan LolCats tho