Gmail to protect users from unwanted mass emails: When will it start?

Google is set to enforce new guidelines for senders of mass emails to Gmail users from 1 April. These measures aim to curb unwanted emails thus enhancing the user experience on the emailservice. According to a spokesperson, the move is not entirely new but an extension of pre-existing authentication requirements.

“In February 2024, bulk senders who don’t meet sender requirements will start getting temporary errors (with error codes) on a small percentage of their non-compliant email traffic,” the company said. “These temporary errors are meant to help senders identify email traffic that doesn’t meet our guidelines so that senders can resolve issues that result in non-compliance.”

The new rules will target bulk emails sent to personal Gmail accounts, affecting senders dispatching over 5,000 emails daily. These senders must authenticate outgoing emails and refrain from sending unsolicited messages. Compliance is mandatory by June 1, with failure leading to permanent bulk sender classification for the domain.

These guidelines don’t apply to emails sent to Google Workspace accounts. However, all senders, regardless of the platform, are obligated to meet the new standards.

In addition to authentication requirements, senders are urged to incorporate one-click unsubscribe options in commercial and promotional emails by 1 June.