It is deceptive, promising a value proposition that it does not meet.

It tries to trick users into installing it or it piggybacks on the installation of another program.

It doesn’t tell the user about all of its principal and significant functions.

It affects the user’s system in unexpected ways.

It is difficult to remove.

It collects or transmits private information without the user’s knowledge.

It is bundled with other software and its presence is not disclosed.





Next, we had to better understand how UwS is being disseminated.





This varies quite a bit, but time and again, deception is at the heart of these tactics. Common UwS distribution tactics include: unwanted ad injection , misleading ads such as “trick-to-click”, ads disguised as ‘download’ or ‘play’ buttons, bad software downloader practices, misleading or missing disclosures about what the software does, hijacked browser default settings, annoying system pop-up messages, and more.





Here are a few specific examples:

Deceptive ads leading to UwS downloads

Ads from unwanted ads injector taking over a New York Times page and sending the user to phone scams

Unwanted ad injector inserts ads on the Google search results page

New tab page is overridden by UwS

UwS hijacks Chrome navigations and directs users to a scam tech support website





One year of progress





Because UwS touches so many different parts of people’s online experiences, we’ve worked to fight it on many different fronts. Weaving UwS detection into Safe Browsing has been critical to this work, and we’ve pursued other efforts as well—here’s an overview:

We now include UwS in Safe Browsing and its API, enabling people who use Chrome and other browsers to see warnings before they go to sites that contain UwS. The red warning below appears in Chrome. We launched the Chrome Cleanup Tool, a one-shot UwS removal tool that has helped clean more than 40 million devices. We shed more light on a common symptom of UwS—unwanted ad injectors. We outlined how they make money and launched a new filter in DoubleClick Bid Manager that removes impressions generated by unwanted ad injectors before bids are made.

We started using UwS as a signal in search to reduce the likelihood that sites with UwS would appear in search results.

We started disabling Google ads that lead to sites with UwS downloads.

It’s still early, but these changes have already begun to move the needle. UwS-related Chrome user complaints have fallen. Last year, before we rolled-out our new policies, these were 40% of total complaints and now they’re 20%.

We’re now showing more than 5 million Safe Browsing warnings per day on Chrome related to UwS to ensure users are aware of a site’s potential risks.

We helped more than 14 million users remove over 190 deceptive Chrome extensions from their devices.

We reduced the number of UwS warnings that users see via AdWords by 95%, compared to last year. Even prior to last year, less than 1% of UwS downloads were due to AdWords.

However, there is still a long way to go. 20% of all feedback from Chrome users is related to UwS and we believe 1 in 10 Chrome users have hijacked settings or unwanted ad injectors on their machines. We expect users of other browsers continue to suffer from similar issues; there is lots of work still to be done. However, there is still a long way to go. 20% of all feedback from Chrome users is related to UwS and we believe 1 in 10 Chrome users have hijacked settings or unwanted ad injectors on their machines. We expect users of other browsers continue to suffer from similar issues; there is lots of work still to be done.





Looking ahead: broad industry participation is essential





Given the complexity of the UwS ecosystem, the involvement of players across the industry is key to making meaningful progress in this fight. This chain is only as strong as its weakest links: everyone must work to develop and enforce strict, clear policies related to major sources of UwS.





If we’re able, as an industry, to enforce these policies, then everyone will be able to provide better experiences for their users. With this in mind, we’re very pleased to see that the FTC recently warned consumers about UwS and characterizes UwS as a form of malware . This is an important step toward uniting the online community and focusing good actors on the common goal of eliminating UwS.





We’re still in the earliest stages of the fight against UwS, but we’re moving in the right direction. We’ll continue our efforts to protect users from UwS and work across the industry to eliminate these bad practices.



