Frequently asked questions about the PIF TICK

A certification mark is a specific type of trade mark. It provides a guarantee that the goods or services bearing the mark meet a certain defined standard. To achieve the PIF TICK, organisations must show their information production process meets 10 criteria.

Other examples of certification trade marks include the Red Tractor logo on food, the ATOL Protected logo you might see when booking a holiday and the ratings like PG given to films.

PIF TICK fees are based on the sector, income and size of the applying organisation or individual. This allows equal access to the scheme for everyone, from individuals and small charities to large private organisations. Fees are charged annually and cover the cost of operating the scheme. The PIF TICK operates on a not-for-profit basis.

Find out more about how to register your interest here.

The PIF TICK can be used on any health information produced using the assessed production process. This applies to media including website pages, videos, podcasts and printed or digital leaflets. The PIF TICK cannot be used on promotional materials, but can be placed on health information produced with the support of a sponsor that is independent from the creation process.

Research carried out by IPSOS in 2024 found 1 in 10 young people recognise the PIF TICK. The PIF TICK is widely promoted by certified Trusted Information Creators, including health charities, NHS organisations and individuals with an international presence. 

The PIF TICK website raises awareness of Trusted Information Creators. The site signposts the public and healthcare professionals to certified organisations and individuals. It also helps to increase public awareness of issues like misinformation. The PIF TICK has also been featured in national and local newspapers, as well as industry publications.

PIF has a team of PIF TICK assessors led by manager Dan Wills. A quality assurance process is in place to ensure consistency of assessments.

It takes up to three months to complete your application and first assessment. Your subsequent assessments should be quicker. You will work with your dedicated assessor to complete your PIF TICK assessment and meet all 10 criteria. You can email or request a video call with your assessor. You will have access to PIF guidance and support to help you throughout the process.

PIF TICK assessments take place every year. After you have been certified for two years you may be selected for an information assessment. This allows us to verify that the information you produce follows your certified process. 

Find out more about the different types of assessment here.

PIF is the only organisation which independently assesses print and digital health information. The NHS, Academy of Medical Royal Colleges (AoMRC) and YouTube Health all use the PIF TICK criteria as the basis for their own information standards. However, these schemes are not independently assessed.

The PIF TICK criteria were originally developed in consultation with PIF’s 1,000-strong membership, representing 300 cross-sector organisations and individuals. They are reviewed and updated every two years in collaboration with an expert steering group. These reviews also incorporate feedback from certified Trusted Information Creators.