Gmail mandates one-click unsubscribe for bulk senders, seizing control of email relationships

Gmail now requires bulk email senders to validate addresses and offer single-click unsubscription. The platform intercepts the unsubscribe process itself rather than redirecting users to sender-controlled pages. This shifts email ecosystem power from senders to the platform—previously, Gmail filtered spam after delivery. The change prioritizes user control while reducing sender retention tactics that exploit complex exit mechanics.