The PIF TICK is the UK-wide Quality Mark for Health Information

Having the PIF TICK on leaflets, websites, videos or apps shows an organisation’s health information has been through a professional and robust production process. To be awarded the PIF TICK an organisation must show its health information production process meets 10 criteria.

In summary the 10 criteria for trustworthy health information are:

  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 and digital literacy, language and accessibility needs of the target audience.
  7. Content and design: Information is clearly communicated, easy to access and navigate.
  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.

NHS organisations, health charities and companies creating and publishing health information can apply for the PIF TICK.

The PIF TICK is awarded after a thorough application and assessment process. Each of the 10 criteria has a number of requirements. Organisations applying for the scheme must meet the acceptable standard in each of the core criteria to be awarded the PIF TICK. 

The PIF TICK criteria was developed in consultation with the Patient Information Forum’s 1,000 strong membership representing 300 cross sector organisations.

Consumer research found 80% of the public would look for a quality mark on health information. Evidence, plain English and trained staff were the top three criteria for quality health information identified by the public, although all criteria were supported.

We have created a website to provide guidance and support to members of the public who are looking for trusted health information and to highlight organisations accredited with the PIF TICK. You can find the website here:



Going through the process has helped improve the quality of patient information provided in our Trust.
Joanne Sims, The Royal Bournemouth and Christchurch Hospitals NHS Foundation Trust

PIF TICK Steering Group

The PIF TICK Steering Group of the Patient Information Forum has been established to ensure that the PIF TICK criteria is influenced by people working in health information from a range of sectors to ensure the scheme remains robust and practical.

Members of the Steering Group assist PIF in understanding the needs and expectations of health information professionals and patients in relation to a quality mark for health information.

Sion Baldwin-Jones

Health Content Manager, Parkinsons UK

Sion has worked in health information in the charity sector for the past 12 years and currently leads the Health Content team at Parkinson's UK, where they manage web, print and magazine content. They are currently looking at how they offer a more personalised content experience for people living with or caring for someone with the condition.

Dr Belinda Coker

Founder and Medical Director, YourTrustedSquad

Dr Belinda Coker is the founder and CEO of Your Trusted Squad, a virtual fertility service that provides health information on fertility, health and wellbeing. She is an experienced GP and executive medical director with a wealth of expertise in fertility, reproductive and sexual health, customer experience and clinical quality. Belinda has also felt the devastating impact of infertility and repeated baby loss over the last 12 years and this led her to start Your Trusted Squad.

Caroline DeBrún

Knowledge and Evidence Specialist – South West, UK Health Security Agency

Caroline studied at Coventry University, specialising in health information literacy. She has worked for the UK Health Security Agency (formerly Public Health England) since 2014. Her current role involves finding the evidence to inform public health decision-making and providing current awareness services on topics including global health, mental health, and COVID-19. She has worked in medical libraries in various settings since 1999. Throughout her career, she has focused predominantly on information literacy, evidence based practice, knowledge management, and improving access to good quality health information for all.

Sophie Dopierala-Bull

Education and Health Communications Director, CoppaFeel!

Sophie is the Director of Education and Health Comms at CoppaFeel!, a breast cancer charity working to raise awareness amongst 18-35 year olds. She has worked within the sector for 8 years, leading on education strategy development, health information and impact monitoring for the organisation. She is passionate about ensuring young people are educated and informed so they can be proactive about their health.

Emma Rushton

Information and Services Manager, Multiple System Atrophy Trust

Emma Rushton is the Information and Services Manager at the Multiple System Atrophy Trust (MSA Trust). The MSA Trust supports people with MSA, a rare progressive neurological condition that affects adult men and women. Emma joined the Trust in 2014 and has responsibility for ensuring that quality support services are offered to all people affected by MSA and those supporting them. She has worked with both the Information Standard and PIF TICK accreditations, ensuring the organisations resources are of high-quality and meet service user needs. Prior to working at the Trust, and after graduating from the University of Plymouth, she worked in primary school education settings providing support and guidance to vulnerable children and their families.

Matt Worrall

Associate Director, Policy and Communications, MSD

Matt is an experienced healthcare policy and communications professional with a passion for the role health literacy plays in how people experience healthcare. Currently working on cancer policy in industry for MSD, Matt recently ran a lung cancer awareness responding to the COVID pandemic impact on public willingness to come forward to have symptoms checked. Prior to this he has supported a wide range of professional and patient organisations to tell complex healthcare stories to diverse audiences.