Acceptable Usage Policy

Updated: May 13, 2020

This Acceptable Use Policy (AUP) sets forth the policies and guidelines applicable to clients, partners, journalists and other organizations for any public use of Truth{set} data.


  • Truth{set}'s Prior Written Approval is Required for any Public Use of Truth{set} Data:

    • No entity or person will copy, disseminate, publish, distribute, transmit, display or otherwise disclose externally any Truth{set} data (custom or syndicated) without Truth{set}'s prior written consent.

      • Examples of external materials requiring Truth{set} prior written approval include press releases, press outreach, collateral, presentations, social media, paid or unpaid advertisements, websites and academic papers.

    • Each Truth{set} client must work with its primary Truth{set} commercial contact to obtain such approval.

    • In order for Truth{set} to provide approval, all materials must adhere to Truth{set}’s data citation guidelines set forth in this AUP.

    • Any Truth{set} approval may be rescinded at any time for any reason, including failure to adhere to this AUP.

  • Original Data and/or Report Must be Presented when Requesting Permission to Use Truth{set} Data:

    • In order for Truth{set} to provide approval, Truth{set} must be provided a copy of the data report used as the original source for external materials, as well as a description of the intended usage and the context in which the data will appear.

    • Any authorization by Truth{set} will be limited to the requested context, and Truth{set} data may not be used beyond such scope without additional written approval from Truth{set}. For example, if Truth{set} approves data for use in a public presentation, the same data may not be used (without a separate prior written approval from Truth{set}) in materials beyond that presentation, including press releases.

  • Non-clients who wish to use Truth{set} data in the public domain are required to comply with this AUP as if they were clients. Truth{set} reserves the right to ask non-clients to correct or update the data to align with the usage and citation policies outlined in this AUP.

  • For purposes of this AUP, public use of data is any public-facing use or public-facing materials, including, but not limited to, press releases, media outreach, presentations at trade-shows/events, and other external marketing collateral.

    • Public use does not include business-to-business communications such as a client’s customer communications, client customer presentations, customer sales pitches unless the client is planning a broader circulation of such materials for external marketing purposes.


  • Truth{set} must maintain objectivity and does not endorse, and cannot be made to appear to endorse, one party over another.

  • Truth{set} does not and will not take a position on how clients choose to promote Truth{set}'s data in external channels.

  • Truth{set} will not take a public stance on marketing positioning or materials.

  • Without explicit prior written approval by Truth{set}, Truth{set} employees may not be quoted in connection with any use of Truth{set} data.


  • Truth{set} Reserves the Right to Take Action or Respond to Incorrect Data or Policy Violations:

    • Truth{set} reserves the right to prohibit clients from publishing certain data, particularly data that may be out-of-date, inaccurate, objectionable or otherwise controversial content.

    • If a client publishes incorrect or out-of-date data and does not comply with Truth{set}'s request to correct the data in a timely fashion, Truth{set} reserves the right to provide the correct or current data in the public domain, or to provide the correct or current data to parties that inquire about it.

    • If a press outlet or other third-party contacts Truth{set} to verify or refute comparative claims, Truth{set}, per this policy, will only verify or refute the accuracy of comparative claims.

      • Further, Truth{set} will provide the party with language that reinforces its role as independent and impartial and restate that Truth{set} does not comment on  how clients choose to promote or market their own market positions and rankings.


Scores/Indices, Rankings and Trends 

  • Clients Must Denote Scores and/or Indices from Audiences Reported:

    • Any claims based on Truth{set} data must use the actual audience scored or assigned an index.

    • Citations of indices must mention the Audience in some context, either overall or specific Values (e.g., Age, Age 18-24), according to Truth{set}'s Truthscore Index reporting (e.g., Truth{set} Truthscore Index Report, Females with HH Income $100k+, July 2020, U.S.).

  • Clients Must Denote Client’s Custom Rankings or Indices Derived from Truth{set} Data:

    • Clients may wish to make claims based on the best available apples-to-apples definitions at the Audience or Value level. Such instances will be allowed provided that Truth{set} vets the comparability of these entities and the context in which they are being used.

    • Any marketing or promotional language citing a client’s custom-defined Audience or Value must indicate that it is according to client’s own Audience or Value and must not be directly attributed to Truth{set} as the source. But client’s language should mention that the custom Audience or Value was created using Truth{set} data. (e.g. “Company A is the leader of data quality in ABC audience*”; footnote: *According to Company A’s custom-defined audience based on Truth{set} data.)

  • Clients Must Avoid Making Claims Based on Trending/Indexed Audience Data with Inorganic Changes (definition below):

    • Claims of changes in indices due primarily to methodological or reporting enhancements (“inorganic changes”) should be avoided. Clients who have benefited due to such a change may make claims about its current audience or value index but should avoid competitive claims attributable to these inorganic changes.

    • In some cases, clients may refer to trends that include some minor element of inorganic changes; however, they are cautioned to be judicious. If asked by the news media as to the validity of such claims, Truth{set} will always be transparent about factors that may have caused inorganic changes.

    • Clients hoping to provide “trended” data must first consult with Truth{set} to verify the accuracy of the trend. Changes in product methodology or projections as well as data from “beta” periods can render certain “trends” invalid, as the historical data may not be a direct “apples-to-apples” comparison with current data.

Brand and Sourcing 

  • Clients Must Reference Proper Sourcing and Relevant Time Period:

    • If a client refers to a specific, standard Truth{set} report, whether custom or syndicated, the report must be appropriately cited using the proper name of the report and source, “Truth{set}.”

    • The Truth{set} product/service, and data periods must be properly sourced (e.g., Source: Truth{set} Truthscore Index Report, April 2020).

    • Appropriate reference to the specific reporting metrics being used (e.g., “Truthscore Index”) and time period (e.g., April 2020) should also be cited.

    • Client should source the most recent practical reporting time period in their public communications.

      • For syndicated research, the time period should be the most recent data available that also allows sufficient time for creation of the communications material. Clients should not “cherry pick” past data points purely for the purposes of highlighting a favorable position that may no longer hold true.

      • For custom research or studies, the time period may necessarily be from several months past due to the extended nature of many of these analyses.

  • Sourcing Truth{set} and its Products:

    • Truth{set} syndicated data should be referenced as provided by a data quality service, not a “survey,” “study” or “report.”

    • Clients who quote a Truth{set} dataset alongside another data source or a different Truth{set} dataset (such as standard and custom categories) must clearly distinguish between the different datasets. Truth{set} data may not be used in direct comparison to another, non-Truth{set} data quality measurement or platform.

    • Clients who wish to include a description of Truth{set} in press releases may do so. The most recent Truth{set} company information and official boilerplate may be found at:

    • Truth{set} corporate and business unit names are trademarks in various markets and must be referenced accordingly. This includes the proper use of capitalization, even at the beginning of a sentence or paragraph, and use of the trademark symbol “®” for Truth{set}'s registered trademarks (e.g., "”Truthscore,” “Truthscore Index” and the "Truth{set}" logo).

  • Truth{set} Logo Must Follow Designated Parameters:

    • Do not alter the Truth{set} logo in any way. Do not warp, distort, mirror, stretch, rotate, skew or apply effects to the logo. Do not change the logo color. Do not separate the elements. Never attempt to create the logo yourself, change the font or alter the size or proportions. Do not use old versions of the Truth{set} logo. Download Truth{set} logo files.

    • Leave space around the logo equal to the height of the blue shape in the Truth{set} logo. Any background inside the clear space must be even and free of other graphic elements.

    • The primary use for the Truth{set} logo is the three-color version—HEX #1D9DF3, HEX #000000, and HEX #F4F2F6 . When color or printing prohibits this, the one-color version may be used in black or reversed out to white. The logo can appear on color, illustration or photographic backgrounds, as long as the legibility and integrity of the logo are not diminished.



  • Current Client Agreement is Required to Use Truth{set} Data outside of the Public Domain:

    • Companies using Truth{set} data for promotional purposes must be current clients under valid agreements with Truth{set} relating to such data, unless such data has already been placed into the public domain by Truth{set}.



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