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Our requested attribution is "© OpenStreetMap contributors". You must also make it clear that the data is available under the Open Database Licence. This can be achieved by providing a "License" or "Terms" link which links to www.openstreetmap.org/copyright or www.opendatacommons.org/licenses/odbl.
... This credit needs to appear in a place reasonable to the medium you are utilising. In other words, you should expect to credit OpenStreetMap in the same way and with the same prominence as would be expected by any other map supplier.
... For a printed map, the credit should appear beside the map if that is where other such credits appear, and/or in the "acknowledgements" section of the publication (often at the start of a book or magazine).
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EDIT: looks like this only applies to OSM maps, not data. What's the difference between a "Produced Work" and a "Derivative Database"?