In 2016 in an exclusive investigation for Radio 4, You & Yours , Dr Kirkland found a number of private clinics and a specialist pharmacy advertising bioidentical HRT as a safer and more natural form of hormone replacement treatment, which they claimed to tailor to patients needs. But expert medical bodies in the UK, including the Royal College of Obstetricians and Gynaecologists, said there is insufficient evidence from clinical trials to back up these claims.

Following the programme the Advertising Standards Authority launched an investigation and had the claims found by Dr Kirkland independently analysed and release their findings in 2017. Dr Kirkland followed up the report for Radio 4, as a result the adverts for bioidentical HRT has changed.