Jakarta, CNBC Indonesia – Google says starting next December it will start cleaning up inactive accounts. This is kind of a warning sign for people who use multiple logins.
Recently, Google started notifying potentially affected people via email to remind them what will happen to the unused account.
However, Google’s policies and methods have received criticism.
Sabrina Meherally, CEO of Canadian design firm Pause and Effect, wrote in a post on LinkedIn that she received an email alert with the subject line “Updating our Google Account inactivity policy.”
“I would argue that email subject lines should be explicitly clear, especially if there are consequences attached to customer inertia,” he wrote, quoted from CNBC International, Sunday (20/8/2023).
“With so much email and spam coming into my inbox, I can delete it really well,” he added.
One thing Meherally suggests to make it more effective is placing the notice in the Google.com banner, the company’s search engine that many people use.
Users typically use multiple accounts, allowing them to use different email addresses for different purposes, and store online photos and documents in separate places. But for Google, storage space on a free account comes at a cost. And the company’s focus this year will be on profitability.
However, consumers are not used to this new form of Google aggression.
“What are you doing Google,” wrote someone using the StoneRose95 handle on X, formerly known as Twitter, in a post, with a screenshot of the email message attached.
This new policy does not apply to schools or businesses that use Google accounts.
For users who don’t want their email address to be deleted by Google, it’s easy. All users have to do is log in at least once every two years. Google said in the post that they intend to perform a cleanup to prevent attackers from taking over abandoned personal accounts.
Google notifies users that they will receive notifications for several months leading up to the removal.
“Forgotten or unattended accounts often rely on old or reused passwords that may have been compromised, lack two-factor authentication, and receive fewer security checks by users,” said Google vice president Ruth Kricheli.
“Our internal analysis shows abandoned accounts are at least 10x less likely than active accounts to set up 2-step verification.”
A Google spokesperson said this was the first time the company had implemented such a policy.
Google Is In Cost-Effective Mode
But what Krichell’s post didn’t reveal is that Google parent Alphabet is in cost-effective mode.
For the first time in nearly two decades as a publicly traded company, Google’s revenue grew by less than 10% for four straight quarters. Advertisers are becoming cautious because of an uncertain economy, and Google’s YouTube service is seeing increased competition from TikTok.
Alphabet, Google’s parent company, has cut thousands of jobs this year. It has also slowed hiring and focused on efficiency.
Chief Financial Officer Ruth Porat described the move as an attempt to re-engineer the company’s cost base. He told employees there would be revisions to PC refresh cycles, shuttle schedules, cafeteria operations and even fitness classes, CNBC International reported.
Google Warning to All Gmail Users Worldwide