Google to punish sites that trap people in with back button tricks
Google to punish sites that trap people in with back button tricks
Update to search policies targets manipulative website tactics
Starting 15 June, Google will classify back button hijacking as a “malicious practice,” according to a recent blog post. This technique involves websites altering browser behavior to prevent users from navigating back to prior pages, often keeping them on the site or displaying unexpected advertisements.
The tech company, which develops the Chrome browser, cited an increase in such practices as a reason for the policy shift. It emphasized that these methods disrupt the standard user experience and lead to frustration. “Back button hijacking interferes with browser functionality, breaks the expected user journey, and causes user frustration,” Google stated.
People report feeling manipulated and eventually less willing to visit unfamiliar sites,” the post added.
Examples of targeted behaviors include any method that inserts deceptive pages into a user’s browser history, blocking access to the previous page. Google urged site owners to avoid interfering with user navigation and to review their technical setups thoroughly to avoid penalties.
Adam Thompson, director of digital at BCS, the Chartered Institute for IT, noted that such practices “undermine the basic user experience and break the expectations people have of how the web should work.” He supported Google’s stance on addressing harmful website behaviors.
Sites facing penalties can appeal to Google by fixing the issue. The move is part of broader efforts to enhance user trust and ensure websites adhere to intuitive design principles. Sign up for our Tech Decoded newsletter to follow the world’s top tech stories and trends. Outside the UK? Sign up here.
