Google is set to implement stringent new Gmail regulations designed to slash spam, strengthen email security, and simplify the process of unsubscribing from commercial senders. These rules, which come into play in February 2024, are targeted at bulk senders – those who dispatch more than 5,000 messages to Gmail accounts on a daily basis.
Under the new directives, Google will enforce a specific spam rate, which bulk email senders must adhere to. While Gmail currently recommends a spam output of less than 0.3 percent, these new regulations transform this recommendation into a concrete rule, aiming at reducing the volume of spam choking users' inboxes.
Single Click Unsubscribing
The updated Gmail rules force bulk email senders to allow users to unsubscribe from marketing emails with just a single click, thereby speeding up the process of discontinuing undesired messages. Once a user requests to unsubscribe from any commercial emails, the sender must act on it within two working days.
Stronger Authentication Practices
Furthermore, bulk email senders will be required to strongly authenticate their emails by conforming to Google's best practices, thereby enhancing the reliability of the source of emails. Google says that this measure will plug the loopholes exploited by cyberattackers.
According to Neil Kumaran, group product manager for Gmail security and trust, “Many bulk senders don't appropriately secure and configure their systems, allowing attackers to easily hide in their midst… We've focused on a crucial aspect of email security: the validation that a sender is who they claim to be.”
In its quest to shore up security for Gmail users, Google has been innovating various means. In August, it revealed plans to introduce additional verification steps for activities like adding a forwarding address and tweaking filters. Additionally, in May, it broadened its “dark web report” tool, which examines whether your email address has been compromised on the dark web.