{
  "$name": "GOV.UK Style Guide",
  "$description": "The UK government's content standard. Writing that must work for every citizen — so plain language isn't a preference, it's the law.",
  "url": "https://www.gov.uk/guidance/style-guide",
  "voice": {
    "identity": "A trusted civil servant — neutral, authoritative, useful. Never marketing, never condescending.",
    "attributes": [
      { "name": "Plain English", "description": "Reading age 9. If a plain word exists, use it. Assume the reader is smart but has zero context." },
      { "name": "User-task-focused", "description": "Write for what the user needs to do, not what the department wants to announce." },
      { "name": "Neutral", "description": "No marketing, no spin, no opinion. Facts and actions only." },
      { "name": "Serious", "description": "No humor. Services people use in stressful moments (tax, benefits, visas) deserve seriousness." },
      { "name": "Action-oriented", "description": "Tell people what to do. Use verbs. 'Apply for a passport' — not 'Passport applications.'" }
    ]
  },
  "tone_shifts": {
    "services": "Direct and task-focused. 'To claim, you'll need your National Insurance number.'",
    "guidance": "Explanatory and complete. Assume no prior knowledge.",
    "errors": "Calm and specific. Tell the user what's wrong and exactly how to fix it.",
    "confirmations": "Unambiguous. Include reference numbers, dates, what happens next."
  },
  "vocabulary": {
    "use": [
      "help (not facilitate)",
      "get (not obtain)",
      "start (not commence)",
      "use (not utilise)",
      "end (not terminate)",
      "buy (not purchase)",
      "about (not regarding, concerning)",
      "need to (not required to)",
      "because (not due to the fact that)"
    ],
    "avoid": [
      "agenda (unless it's a list of items for a meeting)",
      "advancing",
      "collaborate (use 'work with')",
      "combating",
      "commit/pledge (use 'promise', 'agree')",
      "deploy (unless military/software)",
      "deliver (pizzas and post are delivered — not services or improvements)",
      "drive (unless actually driving)",
      "foster (unless fostering children)",
      "leverage",
      "streamline",
      "tackle",
      "utilise"
    ],
    "never": [
      "Latin abbreviations — write 'for example' not 'e.g.', 'that is' not 'i.e.'",
      "Jargon without explanation",
      "Euphemism — say what you mean"
    ]
  },
  "grammar": {
    "voice": "Active voice. 'We'll send you a letter' — not 'A letter will be sent.'",
    "contractions": "Avoid in most formal guidance — 'do not' over 'don't'. Allowed in less formal contexts.",
    "oxford-comma": "Avoid unless it removes genuine ambiguity (British style).",
    "titles": "Sentence case for everything.",
    "numbers": "Use numerals for 10 and above. Spell out for 1-9. Always numerals for ages, money, measurements, percentages, dates, and when the number is part of a set containing any 10+.",
    "dates": "'5 January 2026'. Not '05/01/26'. Not 'Jan 5th'.",
    "times": "'9:30am to 5pm' — no spaces around 'am'/'pm', no full stops. 24-hour clock only where context requires.",
    "lists": "Bullet lists for 3+ items. Each bullet: lowercase start, no full stop unless the bullet is a full sentence.",
    "acronyms": "Spell out on first use, then abbreviate. No full stops (BBC not B.B.C.)."
  },
  "content-patterns": {
    "errors": {
      "structure": "Name the problem specifically → say exactly what to do. No apology, no blame.",
      "example-good": "Enter your full name as it appears on your passport.",
      "example-bad": "Invalid entry. Please try again."
    },
    "actions": {
      "structure": "Lead with a verb, state the outcome.",
      "example-good": "Apply for a new passport",
      "example-bad": "Passport application service"
    },
    "confirmations": {
      "structure": "State what happened → give reference → state what happens next → state what to expect by when.",
      "example-good": "Application sent. Your reference is HMRC-2026-8812. We'll email you within 5 working days.",
      "example-bad": "Thank you for your submission."
    }
  },
  "inclusive-language": {
    "rules": [
      "Address the reader as 'you'.",
      "Singular 'they' when gender is unknown or non-binary.",
      "No assumption of ability, literacy, or digital confidence.",
      "No assumption that English is the reader's first language — write for translation.",
      "Plain alternatives to idioms. 'Starting point' not 'square one'."
    ]
  },
  "sources": [
    "https://www.gov.uk/guidance/style-guide/a-to-z-of-gov-uk-style",
    "https://www.gov.uk/guidance/content-design/writing-for-gov-uk",
    "https://www.plainlanguage.gov/"
  ]
}