Be part of the solution to health misinformation
Look for the PIF TICK for health information you and your patients can trust.
BE PART OF
THE SOLUTION
to health misinformation
Look for the PIF TICK to
provide health information
you and your patients
can TRUST
Introducing the PIF TICK
The PIF TICK is the UK certification mark for trusted health information. It is operated by the Patient Information Forum (PIF), a registered charity. The PIF TICK is awarded following a robust annual assessment against 10 criteria. The 160 certified members include charities, NHS trusts, individual creators and commercial organisations.
Only 1 in 10
adults with long-term conditions are signposted to health charities.
The World Health Organization’s toolkit on misinformation
features PIF TICK as a case study and identifies healthcare professionals as trusted signposters of health information.
The PIF TICK helps you provide:
Evidence-based information you and your patients can trust.
Resources for patients in all areas of medicine, including areas of unmet need such as rare disease.
Expert-endorsed information developed with patients, for patients.
Information created with patients’ health literacy, accessibility and cultural needs in mind.
Help your patients find trusted
health information
Meet the PIF TICK Ambassadors
Dr Aziza Sesay
GP, Host, Speaker, Educator, Social Media, Video Content Creator
Dr Knut Schroeder
GP and founder of Expert Self Care
Dr Sylvia Kama-Kieghe
NHS GP and the founder of AskAwayHealth
Endorsed by experts
NHS England used the PIF TICK criteria as the basis of its Content Standard. PIF has also partnered with NHS England on a series of collections of trusted resources aligned to the Core20PLUS5 condition areas.
The TRIP database, Healthinote and HCI video use the PIF TICK to verify trusted health information. The Academy of Medical Royal Colleges standard aligns with the PIF TICK. This means any PIF TICK-certified organisation should easily meet the Academy’s standards.
Your health information toolkit
The following resources are designed to help you signpost patients to trusted health information, navigate misinformation and understand key health topics. They are all free to download, print and share.
Video ethnography on misinformation
Professor Richard Simcock, Consultant Clinical Oncologist and Chief Medical Officer at Macmillan Cancer Support, features in our video ethnography on the impact of misinformation alongside researchers and patients.
Trusted Voices: Health Misinformation Watch
Trusted Voices shares evidence-based insights from PIF TICK-certified organisations and individuals. It covers hot topics of health misinformation. The latest issue covers:
- Tackling inaccuracies in women’s health.
- Statins and medicines misinformation.
- Reducing stigma for LGBTQ+ communities.
- Understanding ‘next pandemic’ claims.
- Reporting bowel cancer risks for young people.
References
Misinformation Trends, ABPI for Bryter, 2025
Knowledge is Power, PIF and Ipsos, 2024