Is it 'its' or 'it's'?

It’s not the same as its name if it’s its number but when it’s time to send it to its owner it’s better if its belongings are included before it’s too late or its sell-by date may be past and then it’s a case of checking its condition and deciding if it’s still O.K. for its inclusion in the mix.

Phew. There, hope that clarifies this popular problem.

For further enlightenment and to report apostrophe abuse - go to this website