Netflix is ramping up its fight against password sharing with a new requirement: each profile must be linked to a unique email address. This move, framed as an enhancement to user experience, is clearly aimed at restricting access to those living in the same household. Meanwhile, Amazon is facing legal action in Australia for inserting ads into Prime Video without reducing the subscription fee, a practice deemed unfair by the competition authority.
Netflix's new email rule targets password sharing loopholes
Netflix has been trying to curb password sharing since 2022, when it demanded that all account users reside at the same address. Remote users could be added for a fee. Over time, the company refined its detection methods using IP addresses, device IDs, and account activity. Now, as reported by CNET, Netflix requires each profile to have a unique email. Some users received on-screen notices presenting the request as a way to enable new features like easier login and personalized recommendations. However, Reddit users quickly pointed out that the real goal is to prevent sharing across different households. Netflix confirmed the gradual rollout two weeks ago.
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Users find workarounds: Gmail variants and Wi-Fi tricks
As with any restriction, users have already found workarounds. On forums, some suggest using Gmail aliases by adding a plus sign and a suffix, since Gmail ignores characters after the plus. Others reported a simpler method: turning off Wi-Fi when opening the app and turning it back on afterward. This trick seems to bypass Netflix's controls, at least for now. The battle between the streaming giant and its users is far from over.
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Amazon sued in Australia for Prime Video ads without compensation
In parallel, Amazon is facing legal trouble in Australia. The Australian Competition and Consumer Commission (ACCC) alleges that Amazon buried unfair terms in Prime subscription contracts and used them to quietly introduce advertising to Prime Video. Subscribers who paid for an ad-free service found themselves forced to watch ads with no way to get a refund. The ACCC claims that between November 2023 and August 2025, Amazon Australia imposed negative changes on over one million annual subscribers without offering compensation. Even paying an extra fee to remove ads doesn't guarantee an ad-free experience, as some shows still display ads due to different rights agreements.
These stories highlight a growing trend: streaming platforms are seeking to boost revenue after the pandemic subscriber boom. Netflix's crackdown on passwords aims to convert free users into paying subscribers. Amazon, on the other hand, is trying to monetize its audience through advertising but risks severe penalties. In a broader context, data protection and contract transparency are becoming central issues, as seen in the proposed law to ban AI companies from selling health data. Moreover, cybersecurity remains a priority: according to the CrowdStrike 2026 report, prompt injection attacks doubled, hitting 90 organizations in 2025. These incidents underscore the need for continuous regulatory and behavioral updates in technology.
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