It Is "It's Versus Its"
Say it's not a Hot Topic if you like, but it's come up over and over via posters who don't know the difference, and its incorrect use can change the meaning of a post.
Since written words are all we have here, here goes.
Its, without an apostrophe, is the possessive of the pronoun it. It’s, with an apostrophe, is a contraction of it is or it has. If you’re not sure which spelling to use, try replacing it with it is or it has. If neither of those phrases works in its place, then its is the word you’re looking for. Its vs. it’s - Grammarist grammarist.com/spelling/its-its/.