Companies generally have a vested interest in maximising profit. Environmental change costs money. Companies therefore lobby governments to weaken environmental laws and avoid incurring the full cost of production.

Both companies and governments create 'spin'. That is, they focus only on that part of the news story that benefits them. The IFA balances the news story with counter 'spin' - information for the benefit of the environment and people. IFA acts as a mouthpiece for those who cannot speak and those who can speak but don’t. Animals in nature, future generations of people and the poor do not have the ability or the money to express themselves effectively. They are affected the most by environmental decay.

The IFA website has a free lobbying service for concerned but busy individuals. For a small fee we will prepare and submit letters, faxes or e-mails on behalf of organisations on any environmental issue directed at political representatives or companies of your choice. We can help you to participate in the information cycle to influence political and environment change.

Information from research, information (spin) from the business lobby and information (spin) from politicians determine the type of information that is selected by the mass media. Information that doesn't sell the product (newspapers or TV ratings) is filtered out. The product is sensationalised to sell, over simplified to reach the lowest level of user and censored so as not to offend its main customers the companies who advertise. Professor Noam Chomsky said "The way in which the media depict reality will reflect the interests of power."

This news is presented to the public as fact. This shapes public opinion. Political pressure shapes political change.

We will counter media generated over simplification, sensationalism and distortion of the truth.