Google has published on its website that it is creating new measures to combat spamming in Gmail. The changes to the email service policy will take effect from February 2024. In the statement about these news, Google informs that Yahoo will be one of the company’s partners to strengthen the fight against spam.
Also in the press release, Google claims that its spam, fraud and virus detection technology is capable of stopping 99.9% of emails sent through its platform. However, the company assumes that in these last 20 years, the age of Gmail, the threats are getting more and more complex.
In the statement, Google explains that the changes to Gmail’s policy are focused on companies that send bulk emails — services like MailChimp, for example. Those companies that send a large volume of messages, using third-party services, will be required to follow the authentication steps.
Google has been requiring authentications for these accounts since last year. However, they are not effective in preventing the sending of spam and fraudulent content. To reverse this, the big tech says it will work hard to get high-volume accounts to enable the necessary authentications.
A much more visible change in the user’s daily life will be the single button to unsubscribe from an email list — well, at least in theory. Again, Google says it will require these high-volume accounts to include a button in the message for the user to opt out of receiving emails with a single step.
Today, the user is taken to a second site and usually needs to inform why they are unsubscribing.
In addition to this new button, companies will have up to two days to request to unsubscribe from the email list.
Google will also “enforce” a limit on emails sent by spammer accounts. The idea behind this proposal is that companies only send messages that the user really wants to see. That is, that the emails are effective and not a mass sending hoping that it will reach a target audience.
