Risks and disputes are prevalent in the illegal online erotic fiction market due to the absence of state protection and enforcement, the lack of accepted criteria for evaluating product quality, the customisation of services, and widespread plagiarism. Drawing on insights from the sociological literature on signalling theory and Varese’s production–trade–governance framework, this article empirically investigates the strategies developed by author-sellers in this market to signal their trustworthiness to customers and resolve disputes. Agents and author-sellers send multiple signals to persuade potential buyers of their trustworthiness and ability, including by sharing writing samples created for previous clients, sharing their collective writing projects, disclosing past transaction records, and being selective about which orders to accept. Agents and author-sellers also offer multiple options for dispute resolution during the sales process, leverage information asymmetry to resolve disputes caused by delivery delays, and utilise neutralisation techniques to address disputes stemming from plagiarism. This research expands the literature on signalling theory, and its findings will hopefully inspire future studies of other illegal online markets.