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

Google to Punish Sites Using Back Button Tricks

Google has announced it will broaden its policy framework to target websites employing “back button hijacking,” a technique that disrupts user navigation. This method manipulates browser behavior, preventing users from accessing the previous page via the back button and often keeping them on the site or displaying unexpected advertisements.

The tech company, which develops the Chrome browser, highlighted an increase in such behavior, prompting action. Starting June 15, the practice will be classified as a deceptive tactic, potentially leading to reduced search rankings or removal from Google’s index for sites that persist in using it.

“Back button hijacking disrupts the natural flow of web browsing and causes user dissatisfaction,” Google explained in its post. “Visitors may feel misled, which could reduce their trust in unfamiliar websites.”

Examples of targeted actions include methods that insert misleading pages into a user’s history, obstructing their return to the prior page. Google advised website operators to audit their technical setups to avoid interfering with browser navigation, emphasizing the importance of seamless user experiences.

Adam Thompson, director of digital at BCS, the Chartered Institute for IT, told the BBC that such tactics erode user confidence. “These practices break established web norms, making users less inclined to explore new sites,” he said.

Sites facing penalties can appeal to Google if they resolve the issue, according to the company. The move aims to enhance transparency and ensure users are not trapped in unexpected workflows. Sign up for our Tech Decoded newsletter to follow global tech developments. Outside the UK? Subscribe here.