In February 2020, the Quieter Permission policy was announced for Google Chrome notifications. According to it, a standard permission request can be blocked by the browser. The user can opt to see it by clicking a bubble in the URL bar and allowing the site to show the request. This measure was taken to protect users from annoying prompts and give them more control over web push subscription preferences.

On May, 2020, Google announced another update of its web push notifications policies. Starting with Chrome 84 that was released on July 14, 2020, the browser will automatically enroll sites with abusive permission requests or abusive push notifications in quieter notifications UI. Users will be shown prompts advising users that the site may be using deceptive techniques, trying to trick them into allowing intrusive notifications.

And this is how the quieter notifications UI looks on mobiles.

This change will only affect new notification permission requests from sites that might be considered suspicious, intrusive or harmful. In the future, however, updates for already allowed notifications from abusive sites might be introduced.

How Google Defines Abusive Notifications

Google puts abusive notifications into two categories – permission request issues and notification issues.

Permission request issues are defined as requests for browser notifications that are designed to mislead, trick, or force users into allowing notifications.

This is a standard web push request:

The text can be slightly modified if you use the Double Opt-In permission type.

However, if you start using any pushy text – Click allow to see more sales, Click allow to see more content, Click allow if you’re 18, etc. – such requests can be considered as deceptive, false and abusive push notifications forcing into allowing.

Notification issues can be defined as

• Fake messages: notifications that resemble chat messages, warnings, or system dialogs.
• Phishing: notifications that attempt to steal personal information or trick users into sharing personal information.
• Malware: notifications that promote, host, or link to malware or unwanted software.

How to Know if Your Site Has Failed the Abusive Notifications Review

You can see the report on abusive notifications in Google Search Console.

There are four review statuses:

• Not reviewed: Your website hasn’t been reviewed yet for abusive notifications.
• Passing: Your website has been reviewed, and there haven't been detected a significant number of abusive notifications on its pages.
• Failing: Your website has been reviewed, and there have been detected numerous abusive notifications on its pages. You should remove all abusive notifications as soon as possible and submit your site for another review.
• Review pending: Your site has been submitted for a review. You can’t submit it for another review until the current review is completed.

What to Do if Your Site Has Failed the Abusive Notifications Review

The first time your site has failed the review and got the “Failing” status, you’ll be sent an email at least 30 calendar days before Chrome starts applying its blocking policy to your site. Note that such an email is sent only to registered site owners and users. Restricted users can view the review result, but cannot submit the site for a review.

After, you’ll be able to make the necessary adjustments, remove all abusive push notifications and submit your site for another review. You can request a review twice in a row. If your site fails both reviews, you won’t be able to submit a third (or subsequent) review for 30 days after the last submission.

Google recognizes that web push notifications allow Chrome users to receive useful content from sites in a fast and easy way. Many companies use this communication channel to reach their target audience.

You can learn more about it in our related blog articles and see how web pushes can benefit your business. Feel free to contact our support in case of any questions. We’ll be glad to help you acquire one more effective channel for your marketing strategies.