If it says it meets LL04 then it meets LL04, they don’t need permission from BMW to say it meets LL04 and put LL04 on the oil specs.
That's a bold claim. The OEMs own the IP and rights to the specifications and approvals that they develop and administer and whilst some may choose not to endorse their rights, others do. Just using the term "BMW" is using BMW's protected brand and if you don't have their permission then you are strictly violating their rights.
"Meets the requirements of" is an accepted part of the consumer oil landscape, but that doesn't mean it is always tolerated.