Google has been fined €10 million ($11.8 million) in France for Gmail ads that mimic real emails. The EU is cracking down on privacy, dark patterns, and inbox abuse.
Your Gmail inbox is supposed to be your personal space – for concert tickets, flight confirmations, or job offers. But in Google’s eyes, it’s just another blank wall to rent out.
“Get 20% Off Nike Sneakers – Free Shipping!” Or, “Get €300 Back When You Join Revolut Premium.” These are just some of the typical offers that I personally receive on a daily basis.
Because they’re designed to look like unread emails, these ads often cause frustration – or worse, erode trust, especially when they resemble (or are) actual scams.
Product placement
What’s key is placement. Ads aren’t confined to the sidebar – they’re embedded directly into your inbox. That shifts the experience from communication to consumption.
It’s like driving your car or riding public transport, supposed to be focusing on your journey, and boom – there’s an ad for a Saul Goodman-type lawyer or Krispy Kreme’s new rival, but did you know it comes with raspberry jelly?
A Gmail ad doesn’t just interrupt – it blends in with personal messages, blurring the line between messaging and marketing.
Even unopened ads play a role. Brand colors, logos, and urgent phrases reinforce memory and buying behavior.
Skyscanner, for instance, is notorious for this – nudging users with newsletters and promotional emails that look like updates, subliminally shunting you into searching for more holidays that evening.
“Just looking” isn’t really a thing anymore.
Data watchdogs line in the sand
France’s data regulator CNIL argues that Gmail’s promotional ads – styled to resemble real emails – mislead users and bypass the GDPR’s consent requirements.
They have proposed a €10 million penalty against Google for Placing ads inside Gmail inboxes that resemble regular emails, without obtaining proper user consent.
The watchdog likens inbox advertising to unsolicited commercial mail stuffed into your physical mailbox.
Crucially, CNIL isn’t targeting a data breach – it’s going after design choices. This is about how platforms structure content to subtly steer user behavior.
If upheld, the proposed fine could be a turning point in EU data enforcement. It may embolden other regulators to scrutinize similar “dark pattern” tactics in inboxes, feeds, and push notifications.
Inbox alternatives – don’t rent, own
Gmail’s ad-based model turns your inbox into prime advertising real estate, injecting ad-emails and potentially training models on user behavior.
In contrast, services like Proton Mail, Tuta Mail, and Skiff Mail reject ad monetization entirely. They rely on paid subscriptions to stay afloat.
These platforms don’t scan inboxes or build user profiles for targeting. There’s no behavioral surveillance because there’s no surveillance layer at all.
Their interfaces reflect that: no “Promotions” tabs, no algorithmically ranked content. Just the emails you chose to receive – not what an ad model predicted.
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