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

About PIF TICK

Setting standards for health information production.

The PIF TICK helps everyone identify trusted, evidence-based and accessible health information. When people see the PIF TICK certification trade mark, they know information has been produced by a Trusted Information Creator.

To receive PIF TICK certification, creators must prove they meet 10 key criteria and undergo a robust, independent annual assessment. The criteria were 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.

PIF TICK logo – A PIF TICK with the text Trusted Information Creator on a dark blue background

How to apply for the PIF TICK

What you need to know about registering for PIF TICK certification and the assessment process.
Find out more about the assessment process

Why the PIF TICK matters

The PIF TICK was created to help the public quickly and easily identify trusted health information. Information professionals wanted a robust, independent assessment which would help to ensure the quality of their resources. As the independent voice of health information production for more than two decades, PIF was asked to develop and launch the scheme.

Today, the public PIF TICK website features more than 150 Trusted Information Creators. It helps the public, healthcare professionals and community organisations find, signpost and use trusted health information. 

The World Health Organization features the PIF TICK in its toolkit on tackling misinformation. The NHS, Academy of Medical Royal Colleges (AoMRC) and YouTube Health have all used the PIF TICK criteria as the basis for their own self-assessed standards.

In 2026, the PIF TICK became a recognised certification trade mark. This guarantees information bearing the PIF TICK will meet a certain standard.

View all certified members

You can view a list of all certified PIF TICK members here.

What are the benefits of the PIF TICK?

The PIF TICK publicly demonstrates your commitment to quality health information. Creators say the assessment process strengthens their production process and improves their health information. When you apply for PIF TICK certification you also automatically get access to all PIF member benefits. These include:

PIF TICK members also gain additional benefits including:

  • Inclusion on the PIF TICK website, promoted by NHS England as a source of trusted health information.
  • Promotion via the PIF social media channels.
  • Free access to AnswerPack®, helping you create and clinically review video content with ease.
  • The monthly PIF TICK newsletter with assessor tips and misinformation insights.

The TRIP database, Healthinote and HCI video also use the PIF TICK to verify trusted health information.

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Benefits of the PIF TICK

Find out more about the difference the PIF TICK makes – and what certified creators say about the scheme.

PIF TICK benefits

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What are the PIF TICK criteria?

 

1.   Systems: Information is created using a consistent and documented process.
2.   Training: Staff receive ongoing training and support.
3.   Need: Resources meet a genuine need.
4.   Evidence: Information is based on reliable, up-to-date evidence which is communicated clearly.
5.   Involving users: Users are involved in the development of information.
6.   Health inequalities: Information is written to meet health literacy, digital inclusion, language and accessibility needs of the audience.
7.   Transparency and legal: Information complies with GDPR, promotion of medicines and other regulations.
8.   Feedback: There is a clear process for users to provide feedback.
9.   Disseminating: Information is promoted to maximise reach.
10. Impact: The impact of information is measured.

How is the PIF TICK funded?

PIF is a charitable-incorporated organisation. The PIF TICK operates on a not-for-profit basis. Fees cover the cost of operating the scheme. Fees are based on the sector, income and size of the applying organisation or individual. 

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Register your interest in the PIF TICK

The PIF TICK publicly demonstrates your commitment to quality health information. The assessment process streamlines and improves your information production process. As a PIF TICK certified organisation you also automatically get access to all PIF member benefits.
Register your interest

PIF TICK competent scheme

The PIF TICK competent scheme allows freelance writers and editors to demonstrate their commitment to the highest standards of health information production. Freelancers cannot apply for PIF TICK certification because they lack control over final resources. The competency scheme allows freelancers to demonstrate their understanding of PIF TICK requirements and core PIF guidance.