Google to punish sites that trap people in with back button tricks

Google to Punish Sites Using Back Button Hijacking Tactics

Google has announced new measures to target websites employing “back button hijacking” tactics that keep users trapped. This technique involves altering a browser’s behavior so the back button no longer leads to the previous page, often redirecting users to stay on the site or display unwanted advertisements. The tech giant, which develops the Chrome browser, cited an increase in such practices as the reason for its intervention.

New Policy Effective from 15 June

Starting on 15 June, back button hijacking will be classified as a “malicious practice.” Sites persisting in this method may face reduced rankings or removal from Google Search results. The company emphasized that these tactics disrupt user expectations and cause frustration, leading to feelings of manipulation.

“Back button hijacking interferes with the browser’s functionality, breaks the expected user journey, and results in user frustration,” Google stated in its blog post. “People report feeling manipulated and eventually less willing to visit unfamiliar sites.”

Examples of targeted actions include methods that insert deceptive pages into the browser history, preventing users from navigating back. Adam Thompson, director of digital at BCS, the Chartered Institute for IT, commented: “Practices like back button hijacking undermine the basic user experience and break the expectations people have of how the web should work, so it’s understandable that Google views this as a harmful behaviour and [is] taking action.”

Google urged website administrators to avoid disrupting browser navigation. They advised thorough checks of technical setups to prevent interference with user history. Sites affected by penalties can request a review once they resolve the issue.

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