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

Google Targets Websites Using Back Button Manipulation Tactics

Starting on 15 June, Google will penalize websites that employ “back button hijacking” to retain users or display unexpected advertisements. This practice involves altering browser behavior so the back button fails to return visitors to the page they previously viewed, often trapping them within the site or interrupting their browsing flow.

The search engine giant, which develops Chrome, announced the policy shift in a blog post, citing an increase in such techniques. It labeled these methods as “malicious practices,” warning that persistent offenders could face reduced rankings or removal from search results. The move aims to enhance user control and transparency online.

“Back button hijacking disrupts browser functionality, breaks the anticipated user flow, and causes frustration among visitors,” Google stated. “Users often feel manipulated, which can diminish their trust in unfamiliar websites.”

Examples of targeted tactics include strategies that insert deceptive pages into a user’s browsing history, preventing them from navigating back seamlessly. Adam Thompson, digital director at BCS, the Chartered Institute for IT, emphasized the impact: “Such practices undermine the fundamental user experience and disrupt the established expectations for how the internet functions.”

Google urged website operators to review their technical setups to avoid interfering with browser navigation. Sites penalized under the new rules may petition for reconsideration if they resolve the issue. The update reflects a broader effort to combat manipulative design choices that compromise user autonomy.

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