• by Ray Schultz , Columnist, May 4, 2018

European inboxes are being barraged with emails containing an urgent call to action: please opt in. They are “the most visible sign” of a desperate race by firms to comply with the General Data Protection Regulation (GDPR) by the May 25 deadline, according to SimpleMost.

Studies have shown that many consumers will not opt in to anything. But these messages are being sent by brands such Airbnb, LinkedIn, Instagram, Twitter, Etsy, Google, Lloyds Bank and ASOS, SimpleMost adds. Presumably, most of them are trusted.

However, with only weeks to go, there is a new urgency to the effort. And consumers may be suffering from “consent fatigue,” says Acxiom’s Jonathan Carter.

GDPR requires an express opt-in for any use of data on consumers, or attempts to contact them for marketing purposes.

The Independent notes that the email torrent is “likely to continue in the coming weeks.”

Most of the emails have a similar format, the Independent adds. “Their subject line is usually an emotive message about opting in, or a general one about a new data policy,” it writes. Most ask consumers to opt in.

“Without the explicit opt-in that they ask for, they will not be allowed to send any more emails to you,” the " continues. 

Of course, the story adds that this “might be a blessing.” And it advises that “the introduction of the new privacy rules can be a helpful time to unsubscribe from emails that you no longer want to receive.” Many consumers may do just that.

Here’s another zinger from that renowned periodical: "The emails are a reminder of just how valuable your data and your email address is. The companies are only sending them because they are very keen indeed to be allowed to keep sending you emails. 

Predictably, this wave is being accompanied by ransomware attacks, also sent by email. Some steal brand identities.

The security company Redscan discovered  “an email sent by hackers disguised as Airbnb’s customer service,” the UK’s Computer Weekly reports. It asks recipients to update their personal information “to be able to continue using the home-sharing platform.”

Computer Weekly adds that the scams are designed to spread malware and/or steal personal data 

Here’s the takeaway for American companies doing business in Europe: Make sure your opt-in emails are authenticated. Then get them out quickly. There are 21 days left.