Google is taking a hard stance against websites that manipulate browser functionality to trap users, announcing it will begin penalizing sites that engage in "back button hijacking" starting June 15.
Back button hijacking occurs when websites interfere with browser navigation, preventing users from returning to their previous page. Instead, users might find themselves stuck on the same site or redirected to unwanted advertisements.
In a recent blog post, Google explained that this practice "interferes with the browser's functionality, breaks the expected user journey, and results in user frustration." The company noted a concerning rise in this behavior, prompting the new enforcement measures.
"People report feeling manipulated and eventually less willing to visit unfamiliar sites," Google stated in its announcement.
Sites found using techniques that insert manipulative pages into browser history—effectively preventing users from navigating back—will face consequences. Google will classify back button hijacking as a "malicious practice," potentially resulting in lower search rankings or complete removal from Google Search results.
Industry experts support the move. Adam Thompson, director of digital at BCS, the Chartered Institute for IT, commented: "Practices like back button hijacking undermine the basic user experience and break the expectations people have of how the web should work. It's understandable that Google views this as harmful behavior and is taking action."
Google has advised website owners to review their technical implementations to ensure they don't interfere with users' ability to navigate their browser history. The company also noted that sites penalized for back button hijacking can request reconsideration after fixing the issue.