Is it necessary to advertise "LGBTQ+ friendly"

[Vryn]

That's not how freedom of association works at all. Square is free to refuse you as a customer because they don't like your hairdo if they so choose. They're highly unlikely to do this, but they -are- free to do so.

That is how freedom of association works companies can't just not associate with you on anything they need a legitimate reason otherwise it's discrimination. Also, if you are already in a contract with them you also have legal rights as per the signing of that contract and depending on the laws of your region. Freedom of association like every other freedom has it's limits, especially when money is involved.

Square not liking your hairstyle would be considered a protected characteristic and it's illegal to refuse someone based on such grounds. The hairstyle could be cultural, it could be down to ethnicity, it could be the colour all of these are protected even in the US. For example, Square Enix would not be able to ban gingers because they don't like the colour.