Share 'Use of third-party Product/Company name on web site - Legalities plus Etiquette'

I'm about to release to beta a product that works in conjunction with SQL Server. For purposes of this post, it could just as easily be Microsoft Excel or Oracle. What are the rules (copyright & otherwise) that govern how references can be made to these third-party companies? If I were selling macros for Excel, could I have copy on the site that states "NPV Macros for Microsoft Excel" or "U...