The PIF TICK (Trusted Information Creator Kitemark) is the UK-wide Quality Mark for Health Information.

When you see the PIF TICK on leaflets, websites, apps or videos it shows an organisation’s health information has been gone 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. Information is created using a consistent and documented process
  2. Staff are trained and supported to produce high-quality information
  3. Information meets an identified consumer need
  4. Information is based on reliable, up-to-date evidence
  5. Patients are involved in the development of health information
  6. Information is written in plain English
  7. Print and digital information is easy to use and navigate
  8. Users can give feedback on information
  9. Information is promoted to make sure it reaches those who need it
  10. 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 were 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.

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

Member organisations

22 organisations have joined the scheme which opened in April 2020 following a six month pilot. 12 major health organisations tested the criteria and assessment process in a pilot scheme which was funded by Bupa. All 12 went on to join the scheme.

An evaluation of the pilot scheme found pilot organisations saw equal value in mapping their processes against the criteria, the assessment visit itself and the resulting action plan.

  • 100% felt the scheme helped maintain or improve internal processes and procedures
  • 90% made changes to their internal processes as a result of the assessment
  • 100% would recommend the scheme to other organisations
  • 100% described the assessment as informative
  • 90% described the assessment as both robust and supportive.

Based on the success of the pilot the scheme was opened to new members in April 2020. The Motor Neurone Disease Association, The Macular Society, Scleroderma and Raynaud's UK, Fibromyalgia Action UK, Independent Age, AKU Society., POTs UK, Monkey Wellbeing, Children's Cancer and Leukaemia Group, Expert Self Care and British Tinnitus Association have now joined the scheme and are now in the process of assessment.