Substack Generates Revenue from Extremist Content, Investigation Finds
The global publishing platform Substack is profiting from newsletters that promote virulent Nazi ideology, white supremacy, and antisemitism, according to an exclusive Guardian investigation. The platform, which boasts approximately 50 million users worldwide, allows individuals to self-publish articles and charge for premium content, taking about 10% of the revenue generated. Around 5 million people pay for access to newsletters on Substack, including those that openly advocate racist beliefs.
Examples of Extremist Newsletters on Substack
Among the problematic content is a newsletter called NatSocToday, run by a far-right activist based in the US, which features a swastika as its profile picture and has 2,800 subscribers. It charges $80 (about £60) for an annual subscription, though most posts are free. Recent content from NatSocToday falsely blames the Jewish race for World War II and praises Adolf Hitler as "one of the greatest men of all time." Within two hours of subscribing for the investigation, Substack's algorithm directed the Guardian's account to 21 other profiles with similar extremist material.
Other accounts include Erika Drexler, a self-described "NS activist" with 241 subscribers, who shares posts idolising Hitler and charges $150 annually, and Ava Wolfe, based in the UK with 3,000 subscribers, who engages in Holocaust denial and charges £38 per year. Wolfe falsely claimed earlier this month that no one was deliberately murdered by Germans during the Holocaust, attributing deaths solely to disease and starvation. Additionally, the Third Reich Literature Archive, with 2,100 subscribers, shares Nazi propaganda and charges $80 annually.
Algorithm Amplification and Real-World Consequences
Substack's algorithm also promoted content related to the "great replacement" conspiracy theory and other extremist ideologies. Danny Stone, chief executive of the Antisemitism Policy Trust, warned that such online harm often inspires real-life attacks, citing incidents like the Buffalo shooting, Pittsburgh synagogue attack, and Finsbury Park mosque assault. He expressed concern over the lack of action on "legal but harmful" content under the Online Safety Act and highlighted the dangers of Holocaust denial diminishing public memory and knowledge.
A spokesperson for the Holocaust Educational Trust condemned Substack for profiting from hateful material and allowing its algorithm to boost it, noting the increasing reach of such content amid rising antisemitism. They emphasised the urgent need to challenge and eliminate this extremism as the world moves further from Holocaust events.
Political Response and Platform Stance
Joani Reid, Labour chair of the all-party parliamentary group against antisemitism, announced plans to write to Substack and Ofcom to address the findings. She stated that antisemitism is "spreading with impunity" and worsening, urging accountability for tech companies due to real-life consequences, including offline violence. Substack, launched in 2017, has previously faced criticism for hosting extremist views. Co-founder Hamish McKenzie defended the platform's stance in a 2023 post, asserting that censorship worsens problems and advocating for freedom of expression, while noting content guidelines prohibit incitements to violence. The platform did not respond to requests for comment on the investigation.
