How to spot and avoid publishing scams in Australia

AI has done a lot, but it has also rapidly accelerated scams, and the Australian self-publishing industry is no exception.

I originally didn’t plan to write about this topic, but after a quick Google search for newsworthy self-publishing topics in Australia, I noticed a new company at the top of the results and got curious enough to research it.

Now, having owned and operated Author Services Australia for over five years and worked directly with other self-publishing companies, you get to know your competition and other providers. Of course, new companies start, and old companies shut down, but this one stood out, and not for the right reasons.

It takes a little time to create a website, not as long as before AI, but still time, plus time to create articles, blogs, and content. This website, which I won’t mention to avoid giving it any additional traffic, was created almost overnight.

Let’s take a deeper look at the warning signs and how to spot and avoid publishing scams.

The evolution of publishing scams: AI and the modern vanity press

Publishing scams have shifted dramatically in recent years. Older scams relied on aggressive, high-pressure phone sales and expensive physical mail-out packages, often targeting authors through traditional channels. There was, and still is, plenty of deception. Vanity publishers use Amazon KDP’s distinct branding to impersonate the platform while tricking new authors into believing they’re self-publishing directly with Amazon.

Amazon KDP does not, and will not, ask you for money to self-publish your book.

Today’s scams leverage AI-generated websites, fake portfolios, and rapid-fire social media ads to target vulnerable first-time authors eager for quick validation and professional guidance. Because AI tools let you spin up a convincing, professional-looking website in hours instead of weeks, spotting fraudulent operators takes a sharper eye than ever.

Hybrid publisher vs. outright scam: understanding the grey area

Newer authors often struggle to distinguish legitimate hybrid publishers from predatory scams. Because both models typically require financial investment from the author, the distinction can sometimes look blurry at first glance:

• Legitimate Hybrid Publishers: These companies operate transparently. They charge author fees because they provide genuine, high-level professional services (such as rigorous editing, professional design, and tailored distribution). They offer clear, detailed contracts, maintain verifiable portfolios of real authors with actual books available for purchase, and are often recognized by industry trade bodies.
• Outright Scams & Fake Publishers: These operations fake their entire existence. Their staff profiles are AI-generated, their customer reviews are fabricated, and the books in their portfolios exist nowhere outside their website. Their primary goal isn’t to publish a quality book. It’s to take your money and deliver little to nothing in return.

Always remember: a legitimate publisher or service provider will always welcome questions about their contract terms, past client work, and business credentials. If a company gets defensive or vague when you ask for proof, trust your instincts and walk away.

The red flags and warning signs – fake reviews

The first thing I do when I’m checking out any business is check out their reviews. Getting legitimate reviews is hard. For every 10 or so customers, 1 might leave you a review.

There are also different review sites, some of which are easier to post a review on than others. For my business, I focus on Google Reviews. This business has no Google Reviews and no Google Business Profile, which is a red flag.

They do have some positive reviews on a couple of less legitimate review sites, so I checked them out. None of the ‘authors’ who left reviews have any published books. No book titles are associated with their reviews, no books show up when you search for them, and the only record of them associated with an author is the review on this site.

AI-assisted cloned publisher networks and imposter sites

One of the most dangerous trends is the rise of coordinated networks running deceptive websites. Investigative reporting by The Guardian has exposed how operations such as Melbourne Book Publisher, Aussie Book Publisher, Oz Book Publishers, and BookPublishers.co.nz have been caught actively impersonating legitimate, independent presses (such as the real Melbourne Books).

These imposter networks typically rely on:

• Cloned Layouts: Copying the design structure and professional language of established publishing houses to trick unwary authors.
• Stolen or Fake Credentials: Misusing legitimate business registration numbers or inventing fake corporate histories.
• AI-Generated Staff Profiles: Using entirely fabricated team members with AI-generated headshots to project false authority.

Always double-check the exact domain name and official social channels of any publisher you intend to work with to ensure you are communicating with the actual business, not an AI-spun clone.

How to officially verify an Australian company or ABN

Never take a publisher or service provider’s word at face value. Before you sign a contract or hand over any money, you can run a quick background check using these official Australian government and industry registries:

• Check the Australian Business Number (ABN): Go to the official Australian Business Register (ABR)and search the company name or ABN. If they claim to be an established Australian business, their active ABN and registered business entity name should appear here immediately.
• Check Company Registration: If the business claims to be a registered company rather than a sole trader, search the Australian Securities and Investments Commission (ASIC) registers to verify its corporate history, directors, and company status.
• Check Industry Watchdogs:  Visit the Alliance of Independent Authors (ALLi) Watchdog Desk or check out Writer Beware, run by the Science Fiction and Fantasy Writers Association, to research publishing companies, literary agencies, and questionable schemes officially flagged for predatory practices.

Fake books and fake portfolio examples

Okay, so the reviews are a big red flag, but let’s check out some of their work. Throughout the site, they show images of books and authors they ‘helped bring to life.’

• Red Gum and Revolvers – Jarrad T. McClelland. No copies available anywhere online, and the only reference links back to this site.
• After the Flood, There were Maps – Eliza Mae Yarran. No copies available anywhere online, and the only reference links back to this site.
• Kookaburra at Dusk – Hankolina “Hank” Brimble. No copies available anywhere online, and the only reference links back to this site.

So, every book on their portfolio page is fake. Fake books and fake authors. None are available for purchase online, and the only online reference or link points back to their website.

About page – fake staff members and photos

This one was really obvious, and I wanted to include a photo. Every staff member is an AI-generated image. I blurred out the company logo and name.

A quick LinkedIn search found no team members.

An AI analysis of the images confirms several indicators of AI generation, including skin texture, a blurred background effect, generic facial features across multiple people, and logo distortion. Some of these images are the same person…

Unrealistic services and timelines

Maybe they’re just that good, but in my professional opinion, I have never seen a book proofread, edited, cover designed, formatted, and published in 7 days.

No wonder they need such a big team! They must be working around the clock…

I also searched the Australian Government ABN website, and surprise: no ABN or listing under the business name.

7 days from draft to live listing and published. That’s some fast work!

Questions to ask and things to look out for!

Package Prices Sound Too Good or Too Easy to Be True – If their packages sound too good to be true, ask for more information. It’s extremely difficult to offer comprehensive publishing services such as editing, proofreading, formatting, and cover design in a one-size-fits-all package. Books vary a lot. Length, genre, and layout, not to mention how much editing is required, make it extremely difficult to offer a package price.

Unrealistic Timelines – Unrealistic timelines are a big red flag. It would be almost impossible to proofread and edit a manuscript, let alone the cover design, print and ebook formatting, uploading, and publishing in 7 days. Not only that, but if it takes only 7 days, what level of quality are you getting?

Fake Images, Fake Books, and Fake Customer Testimonials and Reviews – If a company lists authors and books they’ve helped publish, do a quick Google search to see what pops up. You should be able to find at least some of the books for sale on sites like Amazon, or on author websites and social media accounts.

Generic and Fake Website Images – Fake staff images and teams, like the image we posted above, are clear warning signs.

 

Publishing Scams Frequently Asked Questions

1. Can Amazon KDP agents or representatives contact me directly offering paid publishing services?

• Answer: No. Amazon KDP will never call, email, or message you out of the blue offering to edit, design, or publish your book for a fee. If someone contacts you claiming to be from Amazon and requests payment to fast-track your book or handle your publishing package, it is a scam.

2. How can I verify if an Australian self-publishing company is legitimate?

• Answer: Always check for an active Australian Business Number (ABN) on the official Australian Business Register (ABR) and check corporate registration details via the Australian Securities and Investments Commission (ASIC). You can also search the Alliance of Independent Authors (ALLi) Watchdog Desk to check if the provider has been flagged for predatory practices.

3. Why do publishing scams usually advertise unrealistically fast turnaround times?

1. Answer: Scammers want to take your money and move on to their next target as quickly as possible. Professional editing, developmental reviews, custom cover design, and formatting take weeks or months of meticulous work, so a promised 7-day turnaround is a major red flag for a low-quality or fraudulent operation.

4. What is the difference between a legitimate hybrid publisher and a publishing scam?

• Answer: Legitimate hybrid publishers charge author fees transparently in exchange for real, professional publishing services, detailed contracts, and verifiable portfolios of published authors. In contrast, scams fake their entire existence, using AI-generated staff photos, fabricated reviews, and non-existent books that you can’t find anywhere outside their website.

5. What should I do if I suspect a self-publishing company is trying to scam me?

• Answer: Trust your instincts and walk away immediately. Never sign a contract or send money if the company avoids answering direct questions about their credentials, hides their physical business address, or gets defensive when asked for proof of past client work. If you think you have been caught up in a self-publishing scam, please contact me directly. I would be happy to look into the company and share my personal opinion based on over a decade in the publishing industry.

Protect your writing journey: final thoughts on spotting scams

Okay, so to sum it up. We have fake reviews, fake authors, fake books, and fake images. Unrealistic timelines and no ABN record under the business name. That’s a lot of red flags. If you’re considering working with any publishing company, publisher, or self-publishing service provider, take time to research them. Email them, ask whether they’re a registered Australian business, and ask for their ABN.

Author Services Australia is a proud member of the Australian Publishers Association and a partner member of the Alliance of Independent Authors.

If you have questions about the self-publishing process, please contact us or check out our self-publishing FAQs page. We have also created an easy-to-navigate essential author resources page for new Australian authors.

If you’re considering self-publishing and aren’t sure which platform is best for you, Amazon Kindle Direct Publishing (KDP), IngramSpark Publishing, or others, check out The Best Self-Publishing Platforms to Publish Your Book! We cover the pros and cons of Australia’s most popular self-publishing platforms.

At Author Services Australia, we support Australian and New Zealand self-published authors and writers with a full range of affordable self-publishing services, including ghostwriting, copyediting, developmental editing, proofreading, ebook and paperback formatting, book cover design, children’s book illustrations, graphic design services, Amazon KDP Keyword and Category Research, animated book cover reveal videos, beta reading, and social media and marketing.

Clayton Hobbs, owner of Author Services Australia, has over a decade of self-publishing experience, helping Australian authors with editing, cover design, formatting, and ghostwriting. Starting out as a freelance writer specializing in website content, articles, and guides, before switching to children’s picture and chapter books, Clayton is the author of the best-selling books Hockey Wars, Softball Strikeout, and The Day My Fart Followed Me To Hockey, writing under the pen name Ben Jackson, along with many other children’s books.

This article was originally published at Author Service Australia