update README

Update README to make usage terms more clear in light of some ethical reuse violations over at oldify reported on twitter (basically - if you reuse, you must acknowledge us)

README.md

@@ -107,7 +107,8 @@ Video Example - click image above to play.
 
 ## Reference:
 
-If making use of this work in any way (including our [pretrained models](http://dx.doi.org/10.15128/r19880vq98m) or [dataset](http://dx.doi.org/10.15128/r2d217qp536)), please reference the following:
+If making use of this work in any way (including our [pretrained models](http://dx.doi.org/10.15128/r19880vq98m) or [dataset](http://dx.doi.org/10.15128/r2d217qp536)), _you must_ reference the following article in any report, publication, presentation, software release
+or any other materials:
 
 [Experimentally defined Convolutional Neural Network Architecture Variants for Non-temporal Real-time Fire Detection](https://breckon.org/toby/publications/papers/dunnings18fire.pdf)
 (Dunnings and Breckon), In Proc. International Conference on Image Processing IEEE, 2018.
@@ -125,6 +126,8 @@ If making use of this work in any way (including our [pretrained models](http://
 }
 ```
 
+In addition the terms of the [LICENSE](LICENSE) must be adhered to.
+
 ### Acknowledgements:
 
 Atharva (Art) Deshmukh (Durham University, _github and data set collation for publication_).