NCT (National Childbirth Trust) has become the 150th health information creator to gain the PIF TICK quality mark. The charity, which is now a Trusted Information Creator, offers information and support in pregnancy, childbirth and early parenthood.
The PIF TICK, run by the Patient Information Forum (PIF), is the only independently assessed quality mark for print and digital health information. To receive certification, organisations and individuals must show they meet 10 key criteria, including that information is evidence based, up-to-date and easy to use and understand.
Angela McConville, Chief Executive at NCT, said: "In a world where new and expectant parents are inundated with information and opinions, knowing what to trust is essential. Parents make deeply personal, life-changing decisions during pregnancy, birth, and early parenthood. We are proud to be rolling out PIF TICK-certified information, ensuring that every parent has access to impartial, evidence-based, trusted information at every step of their journey.”
The PIF TICK is truly cross-sector. Certified members include national health charities, NHS Trusts, professional bodies, pharmaceutical companies, private companies and individuals. The PIF TICK directory is a quick and easy way for healthcare professionals to signpost patients to trusted health information. The latest directory was published yesterday (22 January) and can be viewed here. A dedicated page for healthcare professionals is available here.
People want to know the information they are viewing is trustworthy. Research conducted by Ipsos on behalf of PIF in 2024 found half of UK adults are struggling to access trusted health information. Two in 3 UK adults say independent verification of information would increase trust.
Sophie Randall, director PIF, said: “At a time when the public struggle to find health information they can trust, signposting by health professionals to trusted information creators is crucial. When health professionals see the PIF TICK they can be confident the information they share is evidence based and accessible.”
As well as a directory of certified members, the public PIF TICK website includes tips on finding trusted health information. View the public website here.
Health information creators interested in finding out more about certification can visit the main PIF website here.