You/your, never I/my
you-your-never-i-my
You/your; never I/my; we = Government of Canada. Second person in titles, links, nav (“Replace your card”). Don’t switch to speaking as the user. “My” only in proper names (My Service Canada Account). Name a specific institution only when that institution will contact / be contacted, or its role matters to the task.
Description
Canada.ca speaks in second person (you/your) in titles, links, and nav (“Replace your card”). We means the Government of Canada. Never switch to speaking as the user with I/my in UI chrome; “My” appears only in proper names (My Service Canada Account). Name a specific institution only when that institution will contact or be contacted, or its role matters to the task. Fail I/my in chrome, speaking as the user, or naming an institution with no task reason.
When to use
Writing Canada.ca titles, links, nav, and instructional voice.
Not when
Proper names that legally include My, such as My Service Canada Account.
Agent hint
Use you/your in chrome; we is GC; name institutions only when the task needs them.
Titles/links/nav use you/your; we is GC; “My” only in proper names; institutions named only when they matter to the task.
I/my in UI chrome; speaking as the user; a specific institution named with no task reason.
Citations
Canada.ca — Content Style Guide
https://design.canada.ca/style-guide/index.html