When a media opportunity isn’t what it seems: advice for authors

Posted on 9th September, 2026

At UCL Press, we’re always keen to help our authors share their research and expertise with wider audiences. However, we’re also aware that authors can be targeted by increasingly sophisticated scams that exploit opportunities for promotion and public engagement.

Following our previous warning about paid book club and publicity scams, we’ve recently become aware of a new type of fraudulent approach. Several authors have reported receiving emails claiming to be from Stig Abell of Times Radio, inviting them to discuss their book in a radio interview before ultimately requesting payment. Similar approaches have also cited organisations including NPR and other well-known UK and US media outlets.

While the details vary, these scams share a common theme: they use the credibility of recognised organisations and personalised information about an author’s work to create the appearance of a genuine opportunity.

In the case reported to us, the emails appeared to refer specifically to the recipient’s publication and drew on publicly available information about their work. However, authors reported that the messages were sent from a Gmail account rather than an official, verifiable email address, and that recipients were subsequently asked to pay a fee in exchange for the interview and an accompanying ‘Author Spotlight’ feature.

What should you look out for?

We encourage authors and editors to approach unsolicited media and promotional opportunities with caution, particularly where:

• the sender claims to represent a well-known media organisation but is using a personal email account;
• payment is requested in exchange for interviews, publicity or editorial coverage;
• the approach appears unusually personalised despite coming from an unknown contact; or
• there is pressure to respond quickly or commit to a paid opportunity.

While these signs do not necessarily indicate a scam, they should prompt further checks before proceeding. Scammers are becoming increasingly sophisticated, and even experienced authors can receive approaches that appear genuine at first glance.

If you receive a message of this nature, we recommend that you:

• do not make any payment;
• do not share personal or financial information;
• avoid further engagement with the sender; and
• contact the UCL Press marketing team if you would like a second opinion..

We would also be grateful if you could let us know about any similar approaches. Reports from authors help us identify emerging patterns and share relevant information with the wider community.

We’re here to help

Supporting our authors extends beyond publication, and we are always happy to advise on marketing and promotional opportunities connected to your work.

If you have concerns about an approach you have received, please contact the UCL Press marketing team at uclpresspublishing@ucl.ac.uk.

By sharing information and remaining vigilant, we can help ensure that authors are able to focus on disseminating their research and engaging with readers through trusted and reputable channels.