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

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

Policy expansion targets deceptive website navigation tactics

Google is introducing updated guidelines to address websites that exploit ‘back button hijacking’ tactics. This technique involves manipulating a browser’s function to prevent the back button from directing users to the prior page, often keeping them on the site or displaying unexpected advertisements.

In a recent blog post, the company behind Chrome detailed an increase in such behavior, prompting them to take action. Starting June 15th, the practice will be classified as ‘malicious,’ resulting in potential demotions or removals from search results for sites that persist in using it.

“Back button hijacking disrupts the browser’s standard operations, interrupts the anticipated user path, and causes frustration,” Google highlighted in its post. “Users express a sense of being controlled, which can lead to decreased willingness to explore new websites,” it added.

Google emphasized that the policy aims to combat methods that insert misleading pages into a user’s browsing history, obstructing their return to the previous page. Adam Thompson, director of digital at BCS, noted that such practices distort the fundamental user experience and disrupt the web’s expected behavior, making Google’s intervention reasonable.

Website operators are urged to avoid interfering with user navigation through their browser history, advising a comprehensive review of their technical setup. Sites that were penalized but later corrected the issue can appeal to Google for a potential reversal of their demotion.

Subscribe to the Tech Decoded newsletter for the latest tech insights and global trends. Non-UK readers can sign up here.