Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.


This section should be read in conjunction with the entry on Health: Therapies (General)

This therapy claims to remove toxins and other wastes from the bloodstream using intravenous ethylene diamine tetraacetic acid (EDTA) infusions; it is sometimes known as EDTA therapy.

In 2012 the ASA investigated a complaint about an ad for a private medical clinic which claimed those suffering from illnesses including chronic fatigue syndrome and autism could benefit from chelation therapy. Whilst the advertisers were able to present the ASA with some evidence, the ASA considered it to be insufficient to support the claims made and ruled that the ad must not appear again (Breakspear Medical Group Ltd, 16 May 2012).

CAP understands that no convincing evidence exists and marketers should make no claims for the efficacy of this treatment.

Guidance on Health Therapies and Evidence QA (Sept 2011)

Related Rulings

Dr P E Idahosa, 2 April 2014


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