Researchers at the Korea Institute of Materials Science (KIMS) have developed a composite material capable of absorbing more than 99 per cent of electromagnetic waves across multiple frequencies.

Could Transform Many Industries

In an era where technology and sustainability must progress hand-in-hand, the ground-breaking ultra-thin, flexible film could transform industries ranging from energy and telecommunications to defence and environmental health, perhaps marking a major milestone in sustainable materials science.

What Is This New Material?

The researchers achieved this breakthrough by synthesising a unique magnetic composite material and incorporating it into a polymer film with double-sided conductive patterns. Three critical components underpin the material’s success:

– Magnetic Composite Layer (MCL). Synthesised by altering the crystal structure of ferrites, this layer exhibits strong ferromagnetic resonance (FMR) properties, enabling high absorption of electromagnetic waves at specific frequencies.

– Conductive Patterned Grid (CPG). Designed as a precisely engineered filter, the grid transmits electromagnetic waves at certain resonant frequencies while minimising reflection.

– Double-Walled Carbon Nanotube Film (DWCNTF). This film works as the primary absorber, dissipating the trapped waves through conduction losses and enhancing overall shielding effectiveness.

Together, these layers create a material that is not only ultra-thin and flexible but also robust enough to withstand 5,000 bending cycles without compromising performance. Its flexible nature makes it ideal for emerging technologies such as foldable smartphones, rollable displays, and wearable devices.

What Makes This Material Special?

The new material developed by KIMS researchers is so special because it essentially redefines electromagnetic interference (EMI) management with its ultra-thin, flexible design (less than 0.5 mm thick) and an extraordinary ability to absorb over 99 per cent of electromagnetic waves from sources like 5G/6G communications, Wi-Fi signals, and radar systems. Unlike conventional shielding materials, which reflect waves and inadvertently create secondary interference, this material captures and dissipates waves, effectively eliminating electromagnetic pollution.

Its dual capability of ultra-low reflectance (less than 1 per cent) and high absorbance across three distinct frequency bands makes it uniquely suited to mitigate electromagnetic pollution while enhancing the performance of devices reliant on electromagnetic waves. This contrasts sharply with traditional materials, such as metals and carbon-based films, which achieve high shielding through reflection but suffer from inefficiency, secondary pollution, and limitations in high-frequency applications like millimetre-wave (mmWave) technologies.

By adopting an absorption-dominant approach, the KIMS material converts electromagnetic waves into heat or dissipates them through conduction losses, providing a more sustainable and effective solution. As Senior Researcher Byeongjin Park explains, “Conventional shielding materials reflect over 90% of electromagnetic waves, with an absorbance often as low as 10%. Our new composite overcomes these limitations by absorbing and eliminating electromagnetic waves entirely, significantly improving the reliability of wireless communication devices.”

Key Features and Benefits

The composite material’s features and benefits extend far beyond traditional shielding technologies. These include:

– Triple resonant absorption. The material demonstrates ultra-low reflection and high absorption at three distinct frequency bands, including frequencies used in 5G communication, autonomous vehicle radar systems, and wireless gigabit communication. It achieves a total shielding effectiveness (SET) of 70 dB (equivalent to 99.99999 per cent shielding) with less than 1 per cent reflection.

– Flexibility and durability. Its thin, lightweight design ensures easy integration into next-generation devices, while its durability allows repeated folding and bending without degradation, making it ideal for applications in rollable electronics.

– Wide frequency coverage. The material works across mmWave frequency bands, which are critical for advanced communications and radar technologies.

– Environmental advantages. By absorbing rather than reflecting electromagnetic waves, it mitigates secondary interference and electromagnetic pollution, reducing both environmental and health concerns.

Potential Applications

The implications and applications of this material are vast, potentially offering solutions across numerous industries while addressing key sustainability challenges. For example, these could include:

– Enhancing renewable energy systems. The material’s ability to absorb and manage electromagnetic waves efficiently could significantly improve the performance of renewable energy systems. For instance, integrating it into solar panels might allow the capture of a broader spectrum of light, increasing energy conversion rates. Also, it could be used in solar thermal systems to better harness and store energy as heat.

– Revolutionising consumer electronics. With the rapid growth of IoT devices, wearables, and flexible electronics, the demand for compact, efficient EMI shielding solutions has never been higher. This material could ensure these devices operate without interference, consume less power, and last longer. Imagine a world where your smartphone or smartwatch no longer suffers from signal loss or energy inefficiency due to interference.

– Supporting wireless energy harvesting. Ambient electromagnetic waves from Wi-Fi routers, cellular networks, and radio signals could be captured and converted into usable energy for low-power devices. This could open up possibilities for powering IoT sensors, reducing reliance on batteries, and enabling the development of sustainable smart cities.

– Tackling electromagnetic pollution. The material’s unique absorption properties address the growing concern of electromagnetic pollution, a by-product of our increasingly wireless world. By reducing stray waves in urban areas, it could improve environmental health while boosting the performance of critical communication systems.

– Advancing communication technologies. In telecommunications, managing signal propagation with minimal energy loss is crucial. This material could enhance the efficiency of network infrastructure, reduce data transmission costs, and improve signal clarity for technologies such as autonomous driving and drone communication.

– Defence and security. The material’s ability to absorb electromagnetic waves makes it a natural fit for stealth technology, where radar invisibility is paramount. Beyond military applications, it could be used to safeguard sensitive information by preventing electromagnetic eavesdropping.

– Industrial efficiency. From optimising microwave-based manufacturing processes to enhancing heat dissipation in high-performance electronics, this material offers ways to reduce energy consumption and improve the efficiency of industrial operations.

– Sustainable building design. Its heat absorption capabilities could be leveraged in construction, where it might enable passive heating solutions. By capturing and releasing heat as needed, it could reduce dependence on artificial heating and cooling systems.

Why This Innovation Matters for Sustainability

Beyond its immediate technical merits, this material represents a step towards more sustainable technologies. By enhancing energy efficiency, reducing electromagnetic pollution, and supporting the development of cleaner electronic devices, it aligns with the global push for greener, more responsible innovation.

Also, the researchers’ focus on scalability ensures its accessibility for widespread application. The material has already been patented in multiple countries and licensed to domestic manufacturers, with plans to integrate it into real-world devices and systems.

Dr Byeongjin Park summarised its significance: “This material has the potential to transform how we think about electromagnetic wave management. As 5G and 6G communications expand, so too does the need for materials that can improve device reliability and minimise environmental impact. Our innovation is a step forward in achieving these goals.”

What Does This Mean For Your Organisation?

The development of this composite material could represent a significant step forward in both materials science and sustainability. Its innovative ability to absorb over 99 per cent of electromagnetic waves while remaining ultra-thin, flexible, and durable appears to make it uniquely positioned to address some of the most pressing challenges in technology and environmental health.

This material’s absorption-dominant design directly confronts the longstanding issues associated with traditional EMI shielding, such as secondary electromagnetic pollution and inefficiency at higher frequencies. By converting unwanted electromagnetic waves into heat or dissipating them entirely, it reduces interference, enhances device performance, and contributes to the reliability of critical technologies like 5G/6G communications, autonomous vehicles, and IoT devices. The fact that it achieves this while being less than 0.5 mm thick and resistant to wear from repeated bending is nothing short of remarkable.

What truly sets this breakthrough apart, however, is its potential for wide-ranging applications. From revolutionising renewable energy systems to tackling the growing concern of electromagnetic pollution, this material stands out as potentially being a versatile solution with real-world impact. For example, its role in enhancing wireless energy harvesting could redefine urban sustainability, while its ability to improve energy efficiency in consumer electronics and industrial processes offers an opportunity to significantly reduce waste and resource consumption.

Also, the material’s potential in defence, secure communication, and sustainable construction illustrates its adaptability across diverse fields. Its capacity to absorb electromagnetic waves for stealth purposes, enhance thermal management in buildings, and even optimise industrial manufacturing processes demonstrates its vast applicability. Each of these use cases highlights how the material aligns with the global shift towards technologies that not only perform better but also contribute to sustainability goals.

The researchers’ efforts to ensure scalability and accessibility further highlight the importance of this innovation. By licensing the technology for practical applications and securing patents internationally, the KIMS team hopes to have laid the groundwork for integrating this material into mainstream industries. Such a forward-thinking approach may ensure that its benefits can be realised on a global scale, potentially making it a true enabler of sustainable progress.

In a world increasingly reliant on electromagnetic wave-based technologies, the need for efficient, environmentally friendly solutions is critical. This composite material looks as though it not only addresses that need but does so in a way that could open the door to a new era of sustainable innovation. Looking ahead, as its adoption expands, it has the potential to redefine industries, improve energy efficiency, and reduce the environmental footprint of modern technology.

Once again, we continue in the theme of backing up your social-media accounts. Last week it was LinkedIn and this time it’s Facebook and Instagram. Not only is it important, it’s free.

[Note – To Watch This Video without glitches/interruptions, It’s best to download it first]

Windows lets you hide specific folders so they don’t appear in File Explorer, providing a simple way to keep files private without additional software. Here’s how it works:

To Hide a Folder:

1. Locate the Folder:

– Open File Explorer and navigate to the folder you want to hide.

2. Change the Folder Properties:

– Right-click the folder and select ‘Properties’.

– In the General tab, check the box for ‘Hidden’ under the ‘Attributes’ section.

– Click OK. The folder will now be hidden from view unless hidden items are toggled on.

3. To Reveal Hidden Folders (Optional):

In Windows 10:

– Open File Explorer.

– Click the View tab in the ribbon at the top.

– Check the box for ‘Hidden’ items under the ‘Show/Hide’ group.

In Windows 11:

– Open File Explorer.

– Click the View button (three horizontal dots in the toolbar).

– Select Show > Hidden items to toggle visibility.

The U.S. Department of Justice has proposed that Google divest its Chrome browser as part of efforts to break up the company’s alleged illegal monopoly in online search.

The Path to DOJ’s Recommendation

The DOJ’s recommendation follows a series of legal challenges aimed at curbing Google’s market dominance. For example, back in October 2020, the DOJ filed an antitrust lawsuit against Google, alleging that the company had unlawfully maintained monopolies in search and search advertising through exclusionary practices. This lawsuit marked the most significant antitrust action against a tech company in decades.

Fast forward to August this year and a federal judge ruled that Google had violated U.S. antitrust laws by acting illegally to maintain its monopoly in online search. The court found that Google’s agreements to preinstall its search engine on devices and browsers, along with its payments to secure default status, had stifled competition and harmed consumers.

Key Proposals

In response to the court’s ruling, the DOJ has now filed a 23-page document outlining proposed remedies to restore competition in the search market. Central to these proposals is the divestiture of Google’s Chrome browser, i.e. Google needs to sell off its Chrome browser. The DOJ argues that selling Chrome would “permanently stop Google’s control of this critical search access point and allow rival search engines the ability to access the browser that for many users is a gateway to the internet.”

Also, the DOJ seeks to impose restrictions on Google’s Android operating system to prevent it from favouring Google’s search engine. The filing also calls for an end to exclusive agreements that make Google the default search engine on devices and browsers, aiming to open the market to greater competition.

Implications for Google and the Search Market

If the court adopts the DOJ’s recommendations, Google would be compelled to sell its Chrome browser, which holds a significant share of the global browser market. Such a divestiture could disrupt Google’s integrated ecosystem, potentially affecting its advertising revenue and user data collection practices.

For the broader search market, and on the positive side, these measures could lower barriers to entry for competitors, fostering innovation and providing consumers with more choices. By reducing Google’s control over key access points to the internet, the DOJ aims to create a more competitive environment that benefits users and advertisers alike.

Competitors’ Reactions (DuckDuckGo’s Perspective)

As expected, competitors have broadly welcomed the DOJ’s proposed measures, seeing them as a necessary step to curtail Google’s overwhelming dominance and level the competitive landscape. DuckDuckGo, for example, known for its privacy-focused search engine, has been one of the most outspoken advocates for stronger action against Google.

Kamyl Bazbaz, DuckDuckGo’s Senior Vice President for Public Affairs, emphasised how Google’s practices make it “unduly difficult to use DuckDuckGo by default,” highlighting a significant barrier that smaller competitors face when trying to compete in the search market. Bazbaz pointed out that despite regulatory measures such as the EU’s Digital Markets Act (DMA), Google has continued to design its services in ways that limit consumer choice and discourage users from exploring alternatives.

DuckDuckGo has also called for intensified scrutiny, specifically urging fresh EU investigations into Google’s adherence to the DMA. The company has accused Google of failing to make it straightforward for users to switch their default search engine or browser. DuckDuckGo insists that, while the DOJ’s actions are a step forward, formal and consistent investigations are crucial to ensure that Google’s anti-competitive behaviours are addressed and rectified.

Also, DuckDuckGo has called for stronger enforcement mechanisms and more robust penalties for non-compliance. The company argues that without substantial deterrents, Google will continue to leverage its market position to marginalise smaller players, ultimately stifling innovation and consumer choice. DuckDuckGo has also highlighted the need for global collaboration between regulators to address what it sees as Google’s systematic efforts to bypass local laws and undermine fair competition worldwide.

Google’s Response and Potential Impact

Google has criticised the DOJ’s proposals, describing them as excessively harmful to consumers and detrimental to technological innovation. The company argues that divesting Chrome and imposing restrictions on Android would undermine the security and integration of its products, leading to a fragmented user experience.

In a statement, Google said, “The proposed remedies would force us to sell or shut down essential parts of our business, harming consumers and stifling innovation.” Not surprisingly, Google has indicated its intention to appeal any ruling that mandates such divestitures.

Will Android Be Next?

While the DOJ’s filing focuses on Chrome, it also raises concerns about Android’s role in maintaining Google’s search dominance. The DOJ has proposed restrictions to prevent Android from favouring Google’s search engine, but it stops short of recommending a full divestiture.

However, some industry experts believe that Android could be the next target in antitrust actions. Given Android’s widespread use and its integration with Google’s services, regulators may consider further measures to ensure fair competition in the mobile operating system market.

The Evolving Search Landscape

The search market as a whole is undergoing significant changes anyway, with AI playing an increasingly prominent role. For example, AI-powered search engines aim to provide more personalised and context-aware results, challenging traditional search paradigms.

Companies like Microsoft have integrated AI into their search platforms, offering features such as natural language processing and predictive search capabilities. These advancements have the potential to disrupt Google’s dominance by providing users with alternative search experiences that are more tailored to their needs.

Also, it’s important to note that AI companies and their chatbots, such as OpenAI’s ChatGPT, are emerging as competitors in the search landscape. These chatbots, now capable of operating in real-time, provide users with a conversational interface for asking questions they might traditionally pose to search engines, further disrupting the market.

What Does This Mean for Users?

For users, the DOJ’s actions and the evolving search landscape could lead to a more diverse and competitive market. Increased competition may result in better privacy protections, more innovative features, and a wider array of choices for consumers.

However, there are also concerns about potential disruptions. If Google is compelled to divest key products like Chrome, users may experience changes in how they access and use Google’s services. Also, the integration between Google’s products, which many users find convenient, could be affected.

As the legal proceedings unfold, users will need to stay informed about potential changes and consider how they may impact their online experiences.

What Next?

The next steps for Google include filing its formal response to the DOJ’s proposals in the coming months, with the trial phase to decide on remedies, including potential divestitures, starting in 2025. This will mark the beginning of what’s likely to be an extended legal process, with additional regulatory scrutiny from global authorities likely to add further challenges.

What Does This Mean For Your Business?

Although this has been threatened for a while, actually seeing the document from the US DOJ calling for tech giant Google to divest/sell off Chrome really seems like a pivotal moment in the ongoing debate about the role of antitrust enforcement in shaping the digital marketplace. At its core, the case shows the tension between fostering competition and preserving the innovation and convenience that large, integrated tech companies like Google can provide.

On one side, the DOJ and smaller competitors like DuckDuckGo argue that Google’s dominance in search and its control over key distribution channels like Chrome and Android stifle competition, innovation, and consumer choice. By divesting Chrome and imposing restrictions on Android, the DOJ is seeking to dismantle the structures that have allowed Google to maintain its monopoly for over a decade. For users, this could lead to a more competitive market with better privacy options, improved features, and greater freedom to choose their preferred search engines.

On the other side, Google contends that such remedies are excessively punitive and risk fragmenting the ecosystem it has built, potentially diminishing the security, quality, and integration of its products, which many businesses value and use. Critics of the DOJ’s approach, including some in the tech industry, caution that breaking up Google could inadvertently harm consumers and small businesses that benefit from its cohesive tools and services. Also, they argue that heavy-handed antitrust measures could stifle innovation in the broader tech sector at a time when global competition in areas like AI is intensifying.

The evolving search landscape adds yet another layer of complexity to the whole situation. With AI-powered search engines and real-time conversational chatbots like OpenAI’s ChatGPT emerging as viable alternatives, the dominance of traditional search engines may face organic disruption anyway. This highlights the importance of balancing regulatory interventions with the natural evolution of technology-driven competition.

With the Bluesky social media platform becoming the most downloaded app on both the US and UK Apple Stores as users switch from X following the US election, we take a closer look at what Bluesky is and what it offers users.

What is Bluesky, and Who Owns It?

Bluesky is a social media platform that has rapidly gained attention as a promising alternative to X and offers users a fresh and open approach to online interaction. Bluesky was conceived in 2019 by Jack Dorsey, then CEO of Twitter, as an experimental project to create a decentralised standard for social media. The idea was to develop a platform where no single person or entity held complete control, providing users with autonomy over their content and connections.

By 2021, Bluesky had evolved into an independent public benefit corporation, with Jay Graber at its helm as CEO. While Dorsey played a pivotal role in its early development, he stepped down from the board in 2024, leaving the platform in the hands of Graber and her team. Bluesky operates on the AT Protocol, an open-source framework designed to ensure transparency and user control, distinguishing it from traditional centralised platforms.

Why Are So Many X Users Migrating to Bluesky?

The turmoil surrounding X, formerly known as Twitter, has been a significant catalyst for Bluesky’s growth. For example, since Elon Musk acquired Twitter in 2022, a series of controversial changes, including alterations to content moderation policies and the introduction of contentious features like AI training on public posts, have alienated many users. Additionally, and crucially in recent weeks, Musk’s political views and public alignment with Donald Trump during the 2024 US election campaign have substantially deepened the divide.

Staggering Growth

Disillusioned users have turned to Bluesky in the hope of finding transparency and decentralisation, and for the most part as a protest against, and to signal their opposition to, Trump and Musk. As such, the platform’s growth has been staggering, with 2.25 million users signing up in the week following Trump’s election win and an additional million joining within 24 hours of a recent outage on X. Bluesky’s user base now exceeds 20 million, making it one of the fastest-growing social platforms in recent memory.

Cory Johnson, Chief Market Strategist at Epistrophy Capital Research, encapsulated the sentiment driving this shift, telling AOL News: “People are both disgusted and afraid of Elon Musk and what Twitter has become. Users are fleeing X, and Bluesky and Threads are the beneficiaries.”

What Are the Other Alternatives for Unhappy X Users?

While Bluesky is among the most talked-about alternatives, it is worth noting that there are other options for disgruntled X users to join. For example, competing platforms like Threads, Mastodon, and Spill each offer different benefits:

– Threads, developed by Meta, has a massive user base integrated with Instagram, making it an attractive option for those already entrenched in Meta’s ecosystem.

– Mastodon, another decentralised network, provides a federated model allowing users to join specific servers tailored to their preferences.

– Spill caters to culturally diverse communities, offering a niche approach to social networking.

However, despite these competitors, Bluesky’s focus on decentralisation and user control, along with media reports identifying it as the main platform that former X users are joining, appears to have set it apart as an appealing option.

What Does Bluesky Offer?

In terms of its features and benefits, Bluesky’s appeal lies in its innovative tools designed to empower users. The platform operates with a familiar interface reminiscent of early Twitter, enabling users to post text, images, and videos, as well as engage in direct messaging, making it an easy transition for former X users seeking familiarity in a new platform.

What truly sets Bluesky apart is its decentralised architecture and extensive customisation options, offering users a level of control and personalisation rarely seen in other platforms. Key examples include:

A decentralised network. Bluesky uses the AT Protocol, allowing users to maintain control over their data and migrate between servers without losing their connections or content.

Custom feeds. Users can create and subscribe to personalised algorithms, tailoring their content experience to align with individual interests.

Domain-based handles. This feature allows users to use personal domain names as their handles, enhancing authenticity and enabling self-verification.

Ad-free environment. Unlike many platforms, Bluesky has rejected traditional advertising models, instead exploring revenue through subscriptions and premium features like custom domain handles.

In essence, compared to X, Bluesky appears to offer a more transparent and user-centric environment. For example, Bluesky doesn’t use user-generated content to train AI models, a contentious issue that has driven many users away from X.

Challenges and Criticisms

However, it’s worth noting that Bluesky’s rapid growth has not been without its hurdles. The platform has faced technical issues, such as outages caused by sudden spikes in user activity. For instance, on 14 November, a fibre cable outage disrupted services for some users, underscoring the challenges of scaling infrastructure quickly during periods of surging demand. While Bluesky attributed the issue to external network downtime, it highlights the growing pains of an expanding platform.

Bluesky has also faced criticism over its moderation policies. A notable controversy arose when the platform failed to prevent offensive terms in usernames, prompting backlash and a user-led “posting strike” to demand stronger safeguards. In response, Bluesky introduced enhanced moderation tools, combining human oversight with automated systems. Despite these efforts, some users remain unconvinced of its ability to scale moderation effectively while maintaining its ethos of decentralisation.

Bluesky, therefore, appears to face a balancing act as it gets more popular, namely, how to handle its swift expansion while still preserving the user-centric principles that are a big part of its appeal.

The Impact on Social Media and X’s Response

Political influences aside, Bluesky’s emergence reflects a growing appetite for more decentralised and user-focused social platforms. Its success, alongside that of competitors like Threads, may signal a broader shift in user expectations, challenging traditional social media giants to adapt.

X has responded to these challenges with updates aimed at retaining its user base, such as tweaking its block feature and experimenting with algorithmic customisation. However, these measures have done little to stem the exodus of users dissatisfied with the platform’s direction under Musk’s leadership, and his now close association with Donald Trump and what this represents to many users.

As Bluesky continues to expand, its influence on the social media landscape could reshape industry standards, encouraging greater transparency, decentralisation, and user autonomy across platforms.

What Does This Mean for Your Business?

The rise of Bluesky marks a notable shift in the social media landscape, with implications for users, businesses, advertisers, and the broader market. For X, the exodus of users to Bluesky and similar platforms highlights the challenges it faces in retaining its audience amid growing dissatisfaction with its policies and leadership. This shift could force X to rethink its strategies and approach, particularly as Bluesky and its competitors gain momentum (although Elon Musk’s attention appears to be firmly elsewhere at the moment).

For Bluesky, the surge in user numbers provides a unique opportunity to solidify its position as a leading alternative to traditional platforms. However, sustaining this growth will require addressing scalability issues and refining moderation policies without compromising its decentralised ethos. If Bluesky succeeds, it could redefine expectations for social platforms, prioritising user control and transparency over centralised power and intrusive monetisation models. This would make it a compelling case study for businesses exploring alternative ways to engage with their audience in an evolving digital environment.

For those users who have migrated to Bluesky, the platform offers a new space for connection and expression, free from many of the controversies surrounding X. The decentralised model gives users autonomy over their content and data, while the absence of traditional advertising creates a more authentic and less intrusive experience. However, as with any growing platform, users must navigate the teething issues of rapid expansion and assess whether Bluesky can maintain its core values over time.

For the social media market, Bluesky’s rise highlights a growing demand for decentralised, user-focused platforms. This shift could disrupt traditional giants like X and Meta, compelling them to innovate or risk losing their grip on a changing audience. Bluesky’s success also opens the door for competitors like Mastodon and Threads to carve out their niches, fostering greater diversity and competition in the market.

From a business and advertising perspective, Bluesky’s decentralised nature may require a rethinking of traditional approaches. With the platform currently lacking conventional advertising avenues, its subscription-based revenue model pushes businesses to explore innovative methods of engagement. For example, brands aiming to connect with Bluesky’s growing user base may need to focus on partnerships, community-driven content, and creative strategies that align with the platform’s ethos rather than relying on standard ad placements.

Bluesky’s growth, therefore, signals a change in social media dynamics, driven by user demands for transparency, control, and alignment with their values. Whether it’s X adapting to retain relevance, Bluesky scaling to meet expectations, or businesses redefining their digital strategies, this may be another pivotal moment for the industry, with long-lasting implications for how we interact online.

It’s been reported that Google is developing ‘Shielded Email’, a feature that creates temporary email aliases to protect users’ primary addresses from spam and misuse by third-party apps and services.

What Is Shielded Email?

Shielded Email, the feature reportedly being developed by Google, will allow users to create temporary email aliases to protect their primary email addresses from misuse by third-party applications and services. These unique, single-use (or limited-use) aliases will forward messages to the user’s main Gmail account, enabling safer interactions with online platforms without revealing the real address. If an alias starts receiving unwanted emails, users can simply disable forwarding, stopping the spam entirely.

Identified

The feature was first identified by Android Authority during an APK teardown of Google Play Services version 24.45.33. The analysis reportedly revealed multiple references to ‘Shielded Email,’ thereby indicating its potential integration with Android’s Autofill system. This integration suggests that users might be able to generate email aliases seamlessly when prompted to enter an email address in applications or websites.

Comparisons with Apple’s ‘Hide My Email’

Shielded Email bears clear similarities to Apple’s ‘Hide My Email’, a feature available to iCloud+ subscribers. Introduced in 2021, Hide My Email allows users to create random email addresses that forward to their personal inboxes, enabling them to keep their real email addresses private when filling out forms or signing up for newsletters. This feature is integrated into Apple’s Mail and Safari apps, providing a streamlined experience for users within the Apple ecosystem.

While Apple’s Hide My Email requires a paid iCloud+ subscription, it remains unclear whether Google’s Shielded Email will be offered as a free service or as part of a premium package like Google One. The potential cost structure of Shielded Email could influence its adoption rate among Gmail’s extensive user base.

Implications for Gmail Users

For Gmail’s approximately 2 billion users, the introduction of Shielded Email could significantly enhance email privacy and security. By providing the ability to create disposable email addresses, users will be able to better control who has access to their primary email, reducing the likelihood of spam and phishing attempts. This feature also offers a method for users to track which services may have shared or sold their email information, as any unsolicited emails received through a specific alias would indicate a potential breach of trust by the service associated with that alias.

Also, Shielded Email could mitigate risks associated with data breaches. For example, if a service experiences a data breach, the compromised information would include only the alias, not the user’s primary email address, thereby limiting potential exposure.

Potential Drawbacks and Criticisms

Despite its apparent advantages, Shielded Email is likely to come with some challenges. For example, the management of multiple aliases could become cumbersome and even confusing for users, especially if they create numerous addresses for different services. Keeping track of which alias corresponds to which service, therefore, might require additional effort.

Also, the effectiveness of Shielded Email will depend on its seamless integration into the user experience. If the process of creating and managing aliases is not intuitive, users may be reluctant to adopt the feature. It should also be noted that, if Shielded Email is offered as a paid service, it could limit accessibility for users unwilling or unable to subscribe to a premium plan.

Part of a Privacy Trend

The development of Shielded Email is a reflection of a broader industry trend towards enhancing user privacy. As digital interactions become increasingly pervasive, companies are recognising the importance of providing tools that empower users to protect their personal information. By introducing features like Shielded Email, Google is aligning itself with this movement, acknowledging user concerns about privacy and data security, and positioning itself competitively against similar offerings like Apple’s ‘Hide My Email’. This move highlights Google’s recognition of the demand for privacy-focused tools, ensuring it stays relevant in a rapidly evolving digital landscape.

Stay Vigilant

However, some experts caution that while such features are beneficial, they are not a panacea for all privacy concerns. Users should remain vigilant and adopt comprehensive security practices, as email aliases alone cannot protect against all forms of cyber threats.

Alternative Privacy Email Services

While Google’s Shielded Email and Apple’s Hide My Email are more prominent examples of privacy-focused email alias services, several alternatives have also gained popularity for offering similar features. For example, services like ProtonMail and Tutanota provide secure email solutions with end-to-end encryption and the option to create aliases for enhanced privacy. DuckDuckGo Email Protection also allows users to generate unique email addresses that forward messages to their real inbox, helping to block trackers and prevent spam. Similarly, AnonAddy and SimpleLogin offer disposable email addresses, giving users control over who can contact them and making it easy to disable aliases when needed.

What Does This Mean for Your Business?

Google’s Shielded Email looks like a promising development in the ongoing quest to enhance online privacy and security. By providing Gmail users with the ability to create temporary aliases, Google aims to address the twin challenges of spam and the misuse of personal information, thereby offering users greater control over their digital interactions. If implemented effectively, this feature could become a valuable tool for safeguarding email addresses from being shared, sold, or exposed through data breaches.

However, it does seem that Shielded Email has some potential drawbacks. For example, the ease of creating and managing multiple aliases will be a crucial factor in determining its success, and a cumbersome or confusing user experience could deter adoption, particularly among less tech-savvy individuals. Also, uncertainty around whether the feature will be free or tied to a premium Google subscription could affect its accessibility, potentially limiting its reach to only a segment of Gmail’s vast user base.