Google to penalize ‘back button hijacking’ starting June 15

Google does not approve of hijackings. For a variety of reasons. Not even those related to the online browsing experience.

Especially those that pertain to the online browsing experience.

Therefore, beginning in June, websites that hijack their users will be penalized. More specifically, sites that hijack the back button

Let us clarify what all of this means.

What does Google consider to be “back button hijacking”?

By “back button hijacking,” Google refers to that extremely frustrating mechanism that everyone has likely encountered while browsing—one that prevents you from returning to the previous page (typically the Google search results page) when you click the back arrow in your browser.

There are multiple forms of hijacking, but the most common ones include:

• The back arrow appears to not function or simply refreshes the current site.
• You are redirected elsewhere. Instead of taking you back, the site sends you to an advertisement page, a survey, or another section of the same website that you did not request.
• The site inserts multiple false entries into your history, so you would need to click the arrow several times in quick succession in order to leave.

Why does Google intend to punish this type of practice?

Google opposes this kind of “hijacking” because it contravenes a good user experience, something that is deeply ingrained in all its guidelines. In its own words, “back button hijacking interferes with browser functionality, disrupts the expected user experience, and leads to frustration. Users report feeling manipulated and, as a result, are less willing to visit unfamiliar websites.”

But why is Google acting now, and not earlier? Personally, I would state that these practices have existed for years and, in fact, were even more prevalent in the past than they are now. In response, Google simply explains that it has detected an increase in these kinds of behaviors, which it considers an explicit violation of its malicious practice policy.

When the penalty will apply and what you can do to avoid it

If you are among those who employ this kind of practice, the first thing I will say is that I would appreciate it if you could explain your reasons for doing so and what results you have achieved; feel free to share them in the comments.

The second point is, essentially, that you should stop engaging in such behavior. On one hand, it is among the most aggravating situations that users may encounter while browsing, and on the other, as mentioned, Google will begin penalizing these practices starting June 15, 2026. Specifically, you may face the dreaded manual actions or automatic penalties, which could severely impact your rankings in Google’s search results.

In any case, there may be instances where hijacking occurs… let us say… unintentionally. Google itself explains that “some cases of back button manipulation may originate from the site’s libraries or advertising platform. We recommend that website owners thoroughly review their technical implementation and remove or disable any code, import, or setting responsible for such manipulation, in order to ensure a helpful and transparent experience for users.”

You have been warned. If you do not wish for your traffic to plummet this summer, it is best to allow your users to leave when they want. Ultimately, if someone has to fight with the ‘back’ button to exit your website, it means there is something you are not doing correctly.

Image: Gemini