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

Google to Punish Sites Using Back Button Hijacking Tactics

Starting June 15, Google will implement stricter guidelines to penalize websites that employ “back button hijacking” techniques. This method disrupts the browser’s normal function, preventing users from easily returning to the previous page. Instead, it often keeps visitors within the site or displays unwanted advertisements. The company, which develops the Chrome browser, noted that such behavior has become more prevalent and is now classified as a “malicious practice.”

According to Google, these tactics interfere with the user experience by altering the expected navigation flow. The firm emphasized that users frequently feel deceived and less inclined to explore new websites as a result. The updated rules will apply to any site that inserts misleading pages into the browser history, obstructing the back button’s functionality. This could lead to reduced visibility in search results or removal from Google’s index.

“Back button hijacking disrupts browser functionality, undermines user expectations, and causes frustration,” Google stated in its blog post. “Users report feeling manipulated, which can erode trust in unfamiliar sites.”

Experts have praised the move, with Adam Thompson, director of digital at the Chartered Institute for IT (BCS), noting that such practices “undermine the core principles of web navigation.” He added that Google’s intervention aligns with efforts to combat deceptive design on the internet. Sites affected by the policy are encouraged to review their technical setup to avoid penalization.

Google recommended that website owners ensure their designs do not impede browser history navigation. Those that face penalties but correct the issue can request a review from the search engine. The company also highlighted the importance of transparency, urging developers to prioritize user autonomy over manipulative techniques.

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