Back button hijacking is an aggressive tactic websites can use to try to keep you browsing their pages for longer. By taking over your ability to go back a page, they can keep you on the same page, redirect you to other pages, or present you with ads you normally wouldn't have seen. It's a scummy thing to do, though it isn't reserved to "malicious" websites—I've experienced it on websites big and small. It's an effective tactic for any website that wants to inflate its sessions. The rest of us hate it. Including Google, it seems.
When it comes to back button hijacking, Google says that users who experience the practice feel manipulated, and are less likely to visit unfamiliar sites in the future. In short, it's not just annoying; it interrupts the overall experience of surfing the web, and makes the internet a worse place to explore.
When will back button hijacking rules be enforced?
Unfortunately, you may not see back button hijacking disappear overnight. Google is giving website owners a two month head start before the policy is put in place—but as of June 15, back button hijacking will be prohibited, and will result in consequences from Google.
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