Google Chrome has announced a significant update to its policies regarding browser extensions, specifically in relation to how these extensions handle affiliate links. This change aims to provide more transparency and protect users from potentially misleading practices, such as those previously associated with the popular PayPal Honey extension.
According to the updated guidelines on the official Chrome Developers website, extensions are now restricted from adding affiliate links, codes, or cookies without demonstrating a clear benefit to users. Google emphasized that these affiliate elements should only be included when they are an integral part of the extension’s core functions and provide direct and transparent value to users. For instance, simply inserting affiliate links without offering discounts or cashback will no longer be allowed.
The updated policy specifically targets past issues with the Honey extension, which was found to manipulate affiliate codes in a way that was not directly beneficial to users. Honey’s practices involved inserting its own affiliate codes even when users did not actively apply a code, leading to situations where users could miss out on potential savings or rewards from other programs. For example, if a user clicked on a button to dismiss the Honey pop-up, the extension would still inject its affiliate code, preventing other codes from working.
The new rules state that for any affiliate link or code to be included by an extension, there must be a related user action. This means that users need to take a specific action before the extension can add an affiliate code to ensure that users are fully aware of such actions. Google outlined several violations that could breach this policy, such as:
1. An extension that changes a shopping-related cookie without notifying the user while browsing shopping websites.
2. An extension that modifies the URL to include an affiliate code without clear user acknowledgment or action.
3. An extension that automatically applies or substitutes affiliate promo codes without the user’s knowledge.
Additionally, any extension that utilizes affiliate programs must disclose this information clearly in its Chrome Web Store listing. In the past, many extensions, including Honey, engaged in affiliate marketing without making this relationship clear to users. This lack of transparency contributed to backlash regarding their practices, which overshadowed other significant issues, including claims that Honey limited the number of coupon codes available to users.
Despite the controversy, Honey remains active and available in the Chrome Web Store, boasting over 17 million users. However, this is a decrease from 18 million at the beginning of the year, reflecting the impact of these revelations. Following a popular YouTube video that exposed Honey’s tactics, the extension lost approximately 3 million users.
With these new measures, Google aims to rebuild user trust and foster a more transparent environment where users can make informed decisions while using browser extensions. The focus is now on ensuring that affiliate marketing tactics are ethical and that users benefit from the features offered by these tools. These changes represent a step toward a more responsible approach to how browser extensions operate within the Chrome ecosystem.