Can anyone call themselves a cicerone?

No. Cicerone® and the titles Certified Cicerone®, Advanced Cicerone®, and Master Cicerone® are protected trademarks. Only individuals who have passed the appropriate examinations may use those titles. Certified Beer Server is also an earned credential and should only be used by someone who has passed that exam. Please see our "Titles, Trademarks and Proper Use" page for more information. https://www.cicerone.org/us-en/titles-trademarks-proper-use