Salesforce.com Style Guide for Documentation and User Interface Text

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Voice

Use active voice whenever possible. Be careful not to change the meaning of a sentence when rewording from passive to active voice.

Passive voice can be appropriate in some cases—when using active voice would create an awkward construction, when the subject is unknown or not the focus of the sentence, when you want to avoid blaming the user, or when trying to convey an impersonal tone for a technical audience.
Correct (active)
Each product group requires a unique name.
Incorrect (passive)
A unique name is required for each product group.
Acceptable (passive)
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