Misleading advertising: Sarah Burt breaks the UK Advertising Code for promoting iridology as an efficacious diagnostic tool for a variety of medical conditions, in a video on her YouTube channel, which is linked to from the sarahburtnd.co.uk website.
In 2015 the ASA investigated claims on the sarahburtnd.co.uk website which implied that iridology could be efficacious as a diagnostic tool. They also investigated whether these claims, relating to medical conditions, discouraged essential treatment for conditions for which medical supervision should be sought.
In the absence of robust evidence, or indeed a response, the ASA found that the claims had not been substantiated and told Sarah Burt not to make efficacy claims for iridology in the absence of robust clinical evidence.
To date, neither the ASA nor CAP has seen evidence to demonstrate the efficacy of iridology as a diagnostic tool.
Despite repeated requests from the CAP Compliance team, Sarah Burt ND has failed to remove the YouTube video which misleadingly implies that iridology can be used as an efficacious diagnostic tool for a number of serious medical conditions.
Due to Sarah Burt’s non-compliance and disregard for the CAP Code, the CAP Compliance team took the decision to place her company details on this section of the ASA website on 3 April 2018. These details shall remain in place until Sarah Burt removes the unacceptable YouTube video and link to it from her website, sarahburtnd.co.uk.