What do analyst citation rules let vendors say about their placement?

Forrester's public citation policy says external citations need written approval, companies may claim a band only for overall placement, "highest score" language is limited to certain categories, and negative or direct comparisons are prohibited. So a compliant claim is narrow, dated and attributed. Anything broader deserves a question.

The rules, as published

From Forrester's citations policy:

• External or commercial use, including ads, social posts, press releases, white papers and sales materials, requires written approval from Forrester's Citations department.
• Citations should be limited in scope, taken directly from published research, and attributed as title, Forrester Research, Inc., and date.
• Research older than 18 months should not be cited unless nothing newer exists on the topic.
• Citations that negatively portray or directly compare companies or products are prohibited.
• For a Wave, companies may claim Leader, Strong Performer or Contender status only for overall placement, not individual criteria. "Highest score" or "top ranked" language is allowed only for the current offering or strategy category.
• Without a reprints license a company may make up to three non-comparative statements. With a license it may make more and use the Wave graphic.
• Companies may not distribute the full spreadsheet or publicly display custom scores.
• Analysts do not provide quotes for company materials, and companies may not invent quotes.

Reading a claim with this in mind

• If a vendor says: A band name plus a product category. Ask: Which edition and date, and is it the overall placement?
• If a vendor says: Top score on one criterion. Ask: Is that the current offering or strategy category, as the policy allows?
• If a vendor says: A comparison with a named rival. Ask: The policy prohibits comparisons, so where does the comparison come from?
• If a vendor says: An analyst quote. Ask: Where is it published, since analysts do not supply quotes for company materials?

I am describing the policy, not accusing anyone. Vendors work with the rules and mistakes happen, including from resellers or partners repeating a claim.

The age limit is useful

The 18-month guidance gives you a ready test. If a claim cites research that is older, ask whether newer research exists. In fast markets, an old placement may describe a product that has changed.

What this does not cover

These are Forrester's rules only. Other firms have their own, which I did not fetch. Check each firm's public policy pages. Do not assume parity.

Quick check

Safeguard avoids relying on third-party placements and publishes its GA capabilities, such as MCP Guardrail and agent identity, for direct testing.

Sources

• Forrester Citation Policy

Last reviewed: 19 October 2026.