Would you tarnish your reputation for the sake of getting a PhD?

[Sparklette]

The PhD and doctorate bit is referring to both a PhD and what they are calling a DNM. The DNM is probably supposed to sound like a NMD that graduates from Naturopathic Medicine programs typically receive (some are ND depending on the state etc.). The NMD or ND are what are required to be a practicing primary care provider in the states that recognize and regulate Naturopathic Drs. There are 28 states that do not have any regulations. And some of the ones that do still allow some amount of practice as a Naturopath or wellness consultant etc. without any specific education or certification so long as they don't state Naturopathic Doctor as their role.
So he's probably in the clear as his business page states wellness consultant.
It's definitely sketchy as it's easily misleading to potential clients that are familiar with licensed Naturopathic Doctors but not the specific regulations that vary from state to state.