Google enforcement of back-button hijacking policy
Monday 15th June, 2026
Google will start enforcing a policy from 15 June 2026 that penalises websites which insert or replace pages in a user’s browser history to trap or deceive them with ‘back button hijacking’. This gives Lego’s PR team a chance to comment on safer, family-friendly browsing and e-commerce trust in key markets like the UK, since parenting audiences and online shoppers expect transparent, non-deceptive checkout and content experiences.
Why have we flagged this?
Strong alignment: Lego can credibly comment on safer, family-friendly browsing and e-commerce trust — a clear reactive PR angle for parenting and shopper audiences and a proactive angle around best-practice site design and transparency in checkout flows.
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