Lava is a so-called hybrid publisher that offers aspiring writers the opportunity to publish their books and receive help with professional editing and marketing – for a fee.
However, several of the company's publishers and project managers are from Latvia and have used invented Swedish names in their contact with their authors.
Several authors SVT has spoken to feel disappointed with the setup.
I feel disappointed, angry, and a bit deceived, says author Börje Börjesson to SVT.
Peter Norrman is the CEO of Bookea Vulkan Group, which owns Lava publishing house. He does not think the publishing house needs to explain the setup to its customers.
No, I don't think it's an obligation, as it's not decisive in the relationship. The work doesn't become worse or better. They speak perfect Swedish and are competent, says Peter Norrman.
Lava has previously been criticized for its working methods and pricing. The Authors' Association issued a warning to its members in October to avoid signing contracts with the publishing house.
