http or https?

[sarawilcox]

Question

When we include the full URL in content, should we start with www or use http or https? For example, when signposting the NHS website:

• www.nhs.uk
• http://www.nhs.uk
• https://www.nhs.uk

This is particularly relevant in text messages where you have to include the full URL, e.g. http://www.nhs.uk/tests-and-treatments

[sarawilcox]

Using https:// is always preferred, especially for huge text message campaigns from the NHS.

But for a poster/billboard print campaign, it’d too technical to be well understood really, e.g.:

• if you can use friendly formatting, display www. but make the link secure
• if you must to include the URL, always prefer https://www

When opening a text message, you wouldn’t want to risk a dodgy open WiFi network (e.g. at an airport) attempting to capture non-secure traffic when you click on an http:// link before it had chance to redirect to https://.

A lot harder to do these days, but still important.