Substack has empowered thousands of independent writers to build subscription-based newsletters, bypassing traditional media gatekeepers. But the platform's low barrier to entry also makes it a target for impersonators who create fake writer profiles, steal content from legitimate journalists, and collect subscription fees under false pretenses. A face search engine helps you verify that the writer behind a newsletter is who they claim to be. This guide covers Substack impersonation scams, how to use reverse face search to verify writers, and the red flags that signal a fake newsletter.
How Substack Impersonation Works
Stolen Identity Publications
Scammers create Substack accounts using the name and photo of a real journalist, author, or expert. They publish a few articles — often scraped from the real person's other platforms — and then turn on paid subscriptions. Readers who trust the name and face pay for access to content that was stolen, and the real writer's reputation is damaged. A reverse face search on the writer's profile photo can reveal the real source of both the identity and the content.
Authority Figure Fraud
Some impersonators pose as investment advisors, medical professionals, or legal experts on Substack, using stolen photos to build credibility. They offer paid subscriptions with promises of exclusive financial tips, health advice, or legal guidance. The advice is often dangerous, and the qualifications are fabricated. Running the writer's photo through a face search engine can reveal whether the person has any real credentials or if the face is associated with unrelated professions.
AI-Generated Content with Fake Faces
An emerging threat on Substack is newsletters written entirely by AI, paired with AI-generated profile photos of people who do not exist. The content reads convincingly, but the author is a fabrication. While a face search engine may not find matches for a synthetic face, the absence of results — combined with writing that feels generic and lacks personal anecdotes — is itself a red flag that warrants caution.
How to Verify a Substack Writer with Face Search
Visit the writer's Substack page and save their profile photo. Upload it to facesearching. The results will show you where that face appears across the web. A legitimate writer will have a consistent digital footprint: a LinkedIn profile that matches their claimed expertise, a Twitter account with genuine engagement, articles published on other platforms, and possibly a personal website. If the photo appears only on Substack and nowhere else, or if it appears under a different name on other platforms, you have identified a likely impersonation.
Combine this with the comprehensive background check approach and techniques for finding someone on Facebook by photo. The more verification steps you take, the harder it is for a scammer to fool you.
Red Flags for Fake Substack Newsletters
Check the publication's archive. A legitimate newsletter has a consistent publishing history, often dating back months or years. Fake newsletters typically have a short history with a burst of posts followed by inactivity. Read the about page: does the writer share specific, verifiable details about their background? Vague claims like 'industry expert' or 'decades of experience' without specifics are red flags. Check whether the writer engages with comments — real writers build communities, while scammers ignore their audience.
Substack's open platform model is a strength for independent media, but it places the burden of verification on readers. By using facesearching to confirm the identity of every writer you subscribe to, you protect your wallet and support genuine journalism. The written word carries weight, and knowing who is behind it matters more than ever.