"Back button hijacking" occurs when a website manipulates the browser so that the back button no longer takes the user to the previous page, but often keeps them on the same page or displays unwanted ads. In a blog post, the tech giant behind the Chrome browser noted that it has observed an increase in this behavior, prompting it to take action. Starting June 15, this practice will be considered malicious, meaning that sites that continue to use it could be ranked lower or even removed from Google search results. "Back button hijacking disrupts browser functionality, undermines the expected user experience, and leads to user frustration," Google stated. "People report feeling manipulated and are therefore less willing to visit unfamiliar sites," it added. Examples of practices that will be penalized include sites that insert manipulative pages into the browser history, preventing a return to the previous page. Google advises site owners not to do anything that interferes with a user's ability to navigate through their browser history and urges them to carefully review their technical implementation. It added that sites that are penalized but later fix the issue can submit a request to Google to have their search ranking demotion reconsidered.