If you have two regression models and then typically , because they are different things1
A common name for this phenomenon is omitted-variable bias. That’s an unfortunate name, because it implies a direction in a situation that’s completely symmetric. Yes, is biased for , but is equally biased for .
The idea that is somehow natural and is wrong comes from the gold-standard2 way of thinking about regression model choice: that there is a true model defined by having all its coefficients non-zero, and that your job is to find it. From this point of view, either , so is preferred but , or , so is preferred.
If you want then has included-variable bias. If you want then has omitted-variable bias. Or you can stop trying to think of the and as being estimates of the same things and just talk about which one you actually want to estimate.