Dark blue background with lighter blue checks. In the centre is the PIF TICK logo on a white background.

Setting standards for patient information

How PIF sets standards for health information production.

PIF sets standards for trusted health information.  We run the PIF TICK – the UK certification trade mark for health information.

As the independent voice of health information production in the UK, PIF has been setting standards for more than 25 years. In 2020 we launched the PIF TICK certification scheme. In 2026, the PIF TICK became a recognised certification trade mark. This guarantees information bearing the PIF TICK will meet a certain standard.

To receive the PIF TICK, creators must prove they meet 10 key criteria. These include that information is evidence-based, up-to-date and is easy to use and understand. A 2025 survey of PIF TICK organisations found:

  • 8 in 10 say the PIF TICK has “transformed” or “improved” their health information.
  • 5 in 10 say their process has been strengthened and streamlined.
  • 9 in 10 would recommend the PIF TICK.
The PIF TICK really helps us produce information making sure everything is evidenced and trustworthy for users.
Tom Bishop
Head of Patient Information
Anthony Nolan

Industry recognition

The NHS, Academy of Medical Royal Colleges (AoMRC) and YouTube Health used the PIF TICK criteria as the basis for their own standards. Setting out its proposals to ensure the credibility of health information on social media platforms, the AoMRC said: "These criteria have been aligned with the PIF TICK requirements and we would expect that any organisation meeting the thorough requirements of the PIF TICK could easily and perhaps automatically meet these requirements."

However, unlike the PIF TICK, these are not independently assessed. The World Health Organization misinformation toolkit identifies credibility marks as part of the solution to misinformation. It features the PIF TICK as a case study.

Being certified by PIF as a Trusted Content Creator is part of a larger effort of work to address health inequalities.
Berkeley Phillips
Country Medical Director
Pfizer UK
PIF TICK logo – A PIF TICK with the text Trusted Information Creator on a dark blue background

About the PIF TICK

The PIF TICK is the UK certification trade mark for trusted health information. It shows your information is produced to the highest possible standards. This increases public trust while also improving your production process.
Find out more about the PIF TICK