Acceptable Usage Policy

Updated: May 5, 2020

This Acceptable Use Policy 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 prior Truth{set} written approval include press releases, press outreach, collateral, presentations, social media, paid or unpaid advertisements, websites and academic papers.

    • Truth{set} clients must work with their primary Truth{set} commercial contact to obtain Truth{set} Marketing's prior written approval of their request.

    • Additionally, clients publishing studies or other more in-depth uses of Truth{set} data must also receive prior written approval for the specific intended data usage. 

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

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

    • In order for Truth{set} to provide approval, entities or persons must provide Truth{set} with a duplicate of the data report used as the original source for external materials as well as a description of the intended usage and 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 that 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 in materials beyond that presentation, including press releases, without a separate prior written approval from Truth{set}.




  • 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.

  • While Truth{set} can and will verify the accuracy of the Truth{set} data being published, 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.

There may be specific exceptions in which inclusion of Truth{set} employee quotes does not jeopardize Truth{set}'s independent, third-party standing (e.g. industry associations such as DCN, IAB or ANA that commission Truth{set} research for the benefit of an entire industry (or industry sector) or a joint product announcement).


  • 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 an independent and impartial measurement supplier and restate that this policy requires Truth{set} to refrain from commentary about how clients choose to promote or market their own market positions and rankings.

  • Data in the public domain is defined as any public-facing materials, including, but not limited to, press releases, media outreach, presentations at tradeshows/events, and other external marketing collateral.

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

    • TV station promos are also not included in this policy. However, TV promos must be based on accurate data and Truth{set} reserves the right to ask a promo to be updated if they find the claims are inaccurate or outdated. Promos must also follow the below citation format:

      • Truth{set}, [Metric], [Demographic Used, If Necessary], [Month Year or Time Range], [Geography - i.e., Denver] (for example, Truth{set}, Truthscore Index, A18-24, June 2020, U.S.)


Ranking and Trending Guidelines

  • Clients Must Denote Rankings from Actual Syndicated Categories and Entity Groupings:

    • Any ranking claims based on Truth{set} data must use the actual ranked entities from the Truth{set} Ranked Category view.

    • Citations of rank must mention the ranking in some context, such as a category or demography, according to Truth{set}'s Ranked Category view (e.g., Truth{set} Truthscore Index Report, Financial Credit Bureaus, Females with HH Income $100k+, July 2020, U.S.).

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

    • There may be select instances in which clients wish to make competitive claims based on the best available apples-to-apples definitions at the brand level, content level or other appropriate view of the market. 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 ranking must, in addition to indicating that it is according to client’s own custom ranking, not be directly attributed to Truth{set} as the source. However, client’s language should mention that the custom ranking was created using Truth{set} data. (e.g. “PQR is the leading entity in XYZ category*”; footnote: *According to PQR’s custom-defined ranking based on Truth{set} data.)

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

    • Claims of changes in rankings due primarily to methodological or reporting enhancements (“inorganic changes”) should be avoided. Clients who have benefitted in a ranking due to such a change may make claims about its current ranking 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 news media as to the validity of such claims, Truth{set} will always be transparent about factors that may have caused an inorganic increase or decrease.

    • Clients wishing 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 Guidelines

  • 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, June 2020).

    • Appropriate reference to the specific reporting metrics being used (e.g., “Truthscore Index”) and time period (e.g., June 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.

  • Truth{set} and its Products Must be Properly Sourced:

    • Truth{set} syndicated data should be referenced as provided by a data quality measurement or ratings 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 in press section of our website 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 at

    • 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 four-color version—Pantone 305C, Pantone 179C, Pantone 137C and Pantone 426C. 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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