Using “we” when it refers to the reader and writer, or humanity in general, is acceptable.
So I used something like "We're all aware of..." once in an article, referring to how humanity in general is aware of the thing it's aware of.
I pretty much expected a rejection, and wasn't disappointed.
I resubmitted with a note to the editor pointing out the extended guidelines, and asking for clarification, and it was rejected again without clarification.
So, it's easy enough to work around, but sometimes "we" is just the right thing to use in this situation.
Have I just got an obstinate editor? Or do the guidelines need a change?
Any thoughts anyone?