Google’s Gmail and Yahoo are adding new rules that promise to make it easier to avoid unwanted email. This includes requiring bulk email senders to add an unsubscribe function for all messages.

The new restrictions from the companies target bulk email senders, or at least in Google's case, users that send more than 5,000 messages to Gmail addresses per day. Both companies are signaling they'll filter out email from bulk senders that cross a designated spam rate.

“Moving forward, we’ll enforce a clear spam rate threshold that senders must stay under to ensure Gmail recipients aren’t bombarded with unwanted messages,” Google wrote in a blog post. “This is an industry first, and as a result, you should see even less spam in your inbox.”

Google will enforce the new rules in February while Yahoo will do so in Q1. Google says its AI-powered safeguards already filter out 99.9% of the spam and phishing messages that bombard users' inboxes. “But now, nearly 20 years after Gmail launched, the threats we face are more complex and pressing than ever,” the company added.

One new rule will require bulk email senders to adopt authentication systems, including SPF, DKIM and DMARC, to prevent email forgery, or when a sender tries to spoof an email using another domain. “You shouldn’t need to worry about the intricacies of email security standards, but you should be able to confidently rely on an email’s source,” Google said in its justification for the upcoming restriction.

The two other rules include making it easy for consumers to unsubscribe from mass emails with “one click” and enforcing the spam rate threshold, which will also apply to non-bulk email senders, according to a Google support document. In Google's case, email senders that cross a spam rate at over 0.3% will face "increased spam classification."

Google adds, “We aren’t the only ones pushing for these changes. Our industry partners also see the pressing need to institute them,” citing support from Yahoo, which announced similar restrictions on the same day and plans on providing more details in the coming months.

“These practices should be considered basic email hygiene, and many senders already meet most of these requirements,” Google also said. “For those who need help to improve their systems, we’re sharing clear guidance before enforcement begins in February 2024.”