Govern your own life 



SEESworld is a social enterprise that since 2012 has been working hard to identify and address root causes of inequality - focusing on the parties that control human perception on a mass scale.


1. During June 2014, we lodged an urgent United Nations case, to stop Facebook from exposing its users to manipulative advertisers. Our case is based on Article 12 of the Human Rights Charter which protects an individual's personal correspondence from interference. Towards the latter part of 2016, a company called Cambridge Analytica bought Facebook/Whatsapp personal user data to develop custom advertising which users were exposed to for short periods. The company was able to influence enough voters to secure Donald Trump's victory. SEESworld's case was acknowledged by the UN, but no response has been received to date.


2. According to a study by the University of Witwatersrand on corporate wage distribution, South Africa is the most unequal society in the world. Nowhere is this more manifest than in Cape Town, where billionaires' mansions against the mountain slopes starkly contrasts with the vast stretches of informal settlements on the Cape Flats, neighborhoods ridden with poverty, violence and drugs. SEESworld visited Cape Town by chance 2 years ago. Ever since, our supportive work among disadvantaged communities in the Cape Flats has kept us here.


3. A year ago we started trying to create awareness of Coca Cola and SA Breweries as these companies jointly use approximately 15 million litres of water a day during a time in which Cape Town is experiencing a drought linked to global warming. Now it seems the most unequal city will be the first city in the world to have no water, but beer and Coca Cola are still in full production. 


Please consider joining SEESworld and supporting our Bills and Programmes, so that together we can prevent the next catastrophe. 


 But isn't it consumers' responsibility to be smarter?

It is often argued that consumers can judge for themselves the difference between truth and lies. This point of view disregards two essential factors – the extent to which our subconscious is affected by advertising messages regardless of our media literacy, and the extent to which the discretion of a great proportion of the population is compromised by their socio-economic status, educational level, age and other vulnerabilities.

Fake news advertising creates cognitive fog (Segal et al) which keeps consumers away from their higher intelligence which would have enabled them to be mindful and make smart consumption choices. Inauthentic representatoin shifts our focus away from finding what is truly important for survival, such as nutrient-dense food, by constantly drawing our thoughts towards how we look on the outside instead of within, towards material gain instead of a healthy brain.

How does fake news burden the health system via the food and medical industry?The food industry is supposed to supply us with a nutrient-dense diet, rich in minerals. This is what our bodies need for our immune systems to work properly to eliminate our foes, the antigens. Interactions between our genes, our immune system, a nutrient dense-diet and the environment are how we evolved as a species. Whenever we ingest something, it is tested at a molecular level by our immune cells to determine if it is friend or foe (antigen).

The convenient foods made available to us these days, however, are not nutrient-dense, as maximum profit is the main agenda of supermarkets. They sell high volume pest-resistant fruit and vegetables, using genetic selection, pesticides, and chemical fertilisers that produce nice looking but nutrient-poor crops. Furthermore, food processing destroys around 70% of the vitamins and micronutrients in much of the day-to-day processed staple foods supplied to us, such as breakfast cereals, bread and pasta.

Cancer, heart disease, autoimmune disease and mental disorders were far less common when food supply was nutrient-dense. Our modern, nutrient-deficient diet, however, allows our foes, the antigens, to live within us. It stifles our ability to utilise our built-in genetic code which we inherited from our ancestors.

If the food industry were to be barred from shying away from or distorting the truth, if they were to actually prioritise human wellbeing, and if the agricultural industry were to respond by prioritising regenerative agricultural methods, only then could we aspire towards better nutrition, which in combination with our native genetic code, will allow all of us to live happy, abundant lives devoid of fear. This will make life better for the next generation instead of worse.

Companies profit from not having the consumer's best interest at heart, but advertise themselves as if they do. Repeated messages condition us into adopting an irrational, unhealthy and detrimental world view that is increasingly contributing to the mental illness epidemic (even recognizable as a physiological structure within our brains, academic research paper @ This, combined with consumption of mass produced food such as compromised fruit and vegetables, lead to ever increasing strain on health budgets, and stifle real GDP growth.

Pharmaceutical companies try to mask the damage of what is in essence a defective system by dispensing medications that offer relief at most, but not a cure. By treating corporate borne mental health disorders as a problem affecting individuals (via an over-emphasis on genetics as cause), as opposed to a structural problem, the multi-billion dollar psychotropic medication industry keeps growing. Profits are then invested into developing ever improved medications and vaccines. The real causes remain untreated so that mental disease increases its upward trend. Ultimately, fake news and nutrient deficient-food (not deficient genes) are responsible for the ever increasing health budget dilemma many governments are faced with.

What governments should actually be asking is what percentage of their health expenditure (such as the 4.8 trillion US$ spent in 2015) should be invoiced to the corporations that have in fact borne these diseases? (USA: 3.3 trillion, Europe: 1.5 trillion, Australia: 53 billion, SA: 14 billion) Mental illness, for instance, has already reached proportions that are too heavy for health insurance companies to bear.

How does fake news contribute to inequality?

Interest payments are used like a sword by banks against the economically disenfranchised. The more economically vulnerable the individual, the higher the perceived risk to the bank's profit. Banks therefore demands higher interest payments from these clients without taking the impact on the community into account.

Airtime in South Africa is a product used by mobile phone operators to charge per minute for phone calls. The profit margins of these companies are in the billions whilst communication is kept short due to high costs. As it is often new traders who need to communicate most when trying to secure market share, small business growth is stifled by high mobile costs.

This results in startups and small business growth being stifled in the face of more established corporations who are better able to afford the "luxury" of communication and loans.

Why do we call it "biased news" and inauthentic advertising?

Biased news is spread daily (reporting one sided facts), and not easily distinguishable. It is a grave violation and moral transgression that completely discredits the party responsible for its instigation. Inauthentic advertising spreads  fake news unabatedly, but it is generally regarded acceptable to do so in the pursuit of profit. Biased news and inauthentic advertising are tools used to control human perception.

What are the three types of fake news advertising SEESworld has identified?

The first kind is where someone in a position of power and that is trusted, such as a large corporation, makes a statement which is then accepted as the truth merely based on the fact that the source of the statement is trusted and revered.

Companies profit from not having the consumer's best interest at heart, but representing themselves as if they do. Fake news advertising is, in essence, the way in which corporations misrepresent their actual aim (profit maximisation) as being of value to the community. The food industry, as an example, pushes unhealthy products onto consumers in a way that completely deflects attention from the negative health risks involved, such as Coca Cola (a sugary drink) that has as its mantra "open happiness" and "enjoy life".

Supermarkets like to advertise themselves in terms of the value they bring in providing people with sustenance (Spar good for you), and in contributing to non for profit causes such as education (Woolworth's education initiative), poverty (Shoprite's food donations) and environmental protection ("supporting sustainable fishing"). Yet their nutrient-deficient crops and processed, sugar-laden items in the queuing aisle, products packed with chemicals (such as cosmetics and cleaning products) and misleading packaging are key to their profit. Analysing these dynamics makes their slogans seem empty, yet these slogans influence our perceptions, and ultimately our consumption behaviour, to a far greater extent than we are aware of.

The pharmaceutical industry exerts influence over the medical industry by pushing for the development of ever more effective drugs and promoting its prescription, at the cost of unearthing the real structural causes of the increase in illnesses such as mental disorders, autoimmune diseases and cancer. An example is the psychotropic medication industry that pushes new drugs onto patients at a much faster rate than investing in any societal preventative measures, such as nutrition, that could see a decrease in the number of patients who need to be medicated, nor does there seem to be any research into the long term impact of psychotropic medication on brains, veiling why mental patients remain ill and have to take medication indefinitely. Fake news advertising in this case is wrapped up in how such companies' real priorities (profit) are in contradiction to the way they are perceived by the public (to look after our health).

The second kind is often found online and relates to how the opinions of the everyday man on the street is trusted based on our assumption that he doesn't have any conflict of interest. Corporations know that word of mouth is gold and therefore pay bloggers to present them in a positive light. Readers are fooled by naively trusting the internet as a democratic platform where free speech is expressed, and corporations use this medium to their advantage.

The third kind merely has to do with the repetition of the same messages over and over again. No matter how blatantly false or absurd a message, claim or representation is, its mere repetition can cause people to accept it as the truth without them even realizing. Even the most self-assured individual will eventually buckle under the strain of continuous belittling, whereas a child raised in a home where he received repeated confirmation will have a much more stable foundation. The power of repetition should not be underestimated.



Major societal ailments, such as inequality, extremism, heart disease and obesity, autoimmune disease, and behavioural and mental problems, to name but a few, ultimately proliferate in a context where fake news advertising is endorsed. Suppressing the majority of the population's ability to connect with their higher intelligence and then feeding them nutrient-deficient food stifles billions of dollars in productivity which would have translated into real GDP growth for countries.