In an era where personal data is a hot commodity, a growing number of tech experts are urging internet users to rethink how they share their email addresses. A recent tip gaining traction advises against handing over your primary email to strangers or unverified services, recommending the use of a decoy email address instead to safeguard privacy and reduce the risk of spam, phishing, and data breaches.

The Rise of Email Masking

The concept of email masking has emerged as a practical solution for those wary of sharing their personal email addresses online. As highlighted in a recent article by the Associated Press, the internet increasingly demands an email address for access to services—whether it’s signing up for a newsletter, downloading an app, or claiming a discount code. However, this often comes at the cost of privacy, as companies may sell your data to third parties or fail to protect it from cyberattacks.

Email masking services provide a randomized, temporary email address that acts as a decoy. These addresses can be a jumble of letters and numbers or a string of unrelated words, ensuring they bear no resemblance to your real email. When you use a decoy address, any emails sent to it are forwarded to your primary inbox, but the sender never sees your actual email address. This creates a buffer between you and potential bad actors, reducing the likelihood of your personal information being exposed.

Why You Should Care About Email Privacy

The risks associated with sharing your email are more significant than many realize. Cybercriminals often use email addresses as an entry point for phishing attacks, where they trick users into revealing sensitive information like passwords or credit card details. Additionally, an email address can be a gateway to broader identity theft, as it’s often linked to other accounts and personal data. Even legitimate companies can contribute to the problem by sharing your email with marketing firms, leading to an influx of spam that clogs your inbox and increases your exposure to scams.

Posts on X in late March 2025 reflect a growing awareness of this issue, with users sharing the tip and emphasizing its value for avoiding online harassment and phishing attempts. One user noted that using a decoy email is an “excellent idea for added safety” when dealing with retailers or unknown entities online, a sentiment echoed across various tech-focused discussions on the platform.

How Email Masking Works

Several services now offer email masking as a feature, with options ranging from free to premium tiers. For example, Apple’s iCloud+ includes a “Hide My Email” feature that generates random email addresses for users to use in place of their real ones. Other providers, like Proton Mail, offer similar tools, with Proton CEO Andy Yen stressing the importance of choosing a service that allows you to both receive and reply to emails using the decoy address. “Maybe you never reply to a newsletter, and that’s fine,” Yen said in a recent interview, “but having the option to respond ensures you’re not cut off from necessary communication.”

Free versions of these services often limit functionality, such as restricting users to only receiving emails. Premium tiers typically unlock additional features, like the ability to create multiple aliases or reply directly from the decoy address. Some services also integrate with browsers or apps for seamless use, while others require manual setup through your email provider’s settings.

A Broader Look at Digital Privacy

The push for email masking comes amid heightened concerns about digital privacy. In 2022, DuckDuckGo launched its Email Protection beta, which removes hidden trackers and lets users create unique private email addresses without switching providers. The service gained attention for offering a free, user-friendly way to protect email privacy, and its popularity has only grown as data breaches become more frequent.

However, some experts caution that email masking isn’t a silver bullet. While it can shield your primary email from exposure, it doesn’t address other vulnerabilities, such as weak passwords or unsecured devices. Critics also point out that the effectiveness of a decoy email depends on the security practices of the masking service itself—if the service is compromised, your real email could still be at risk. This skepticism was reflected in a March 2025 X post, where a user questioned how email masking “keeps you safe,” suggesting that the tip’s benefits might be overstated without addressing broader cybersecurity habits.

Practical Tips for Implementation

For those looking to adopt email masking, the process is straightforward. Start by choosing a reputable service—Proton Mail, DuckDuckGo, and Apple’s iCloud+ are popular options. Next, generate a decoy email whenever you’re prompted to share your address with an unfamiliar site or service. If you’re using a browser or app that doesn’t integrate with your masking service, you can manually create a random email through your provider’s settings.

It’s also wise to keep track of which decoy addresses you’ve used for which services, as this can help you identify the source of any spam or suspicious activity. Some users on X have suggested using decoy emails not just for casual sign-ups but also for more sensitive interactions, like submitting news tips, where anonymity can be crucial.

The Bigger Picture

The rise of email masking reflects a broader shift toward digital self-defense in an age where personal data is constantly under threat. While the tip to use a decoy email is a step in the right direction, it also highlights the systemic issues of data privacy on the internet. Many services require an email address as a condition of access, often without offering clear assurances about how that data will be used or protected. Until companies adopt more transparent and secure practices, individuals are left to fend for themselves with tools like email masking.

As the digital landscape continues to evolve, so too must our strategies for protecting our personal information. Using a decoy email address is a simple yet effective way to regain some control over your online presence, ensuring that your primary inbox remains a safe space in an increasingly connected—and risky—world.