Definition
Google's Intrusive Interstitials update, deployed on January 10, 2017, introduced a ranking penalty for mobile pages displaying intrusive elements that block access to the main content. Affected elements include: full-screen pop-ups, mandatory interstitials before content access, and deceptive above-the-fold elements that resemble interstitials. Exceptions include cookie consent pop-ups (legal requirement), legally required age verification, and app banners using minimal screen space. This update is part of Google's strategy to improve mobile user experience and preceded the 2021 Page Experience Update.
Key Points
- Deployed on January 10, 2017, targeting intrusive mobile pop-ups
- Exceptions for legal obligations (cookies, age verification)
- Part of the strategy to improve mobile user experience
Practical Examples
Newsletter pop-up penalized
A news site displaying a full-screen newsletter signup pop-up upon mobile user arrival sees its positions drop in mobile results after this update.
Advertising interstitial
A blog displaying a full-screen ad requiring users to wait 5 seconds before closing is penalized, while another using a discreet bottom-of-screen banner is unaffected.
Frequently Asked Questions
No, legally required pop-ups (GDPR cookie consent, age verification) are explicitly excluded from this penalty. Google recognizes these elements are necessary for legal compliance.
Use compact banners that occupy only a small portion of the screen rather than full-screen interstitials. Inline elements naturally integrated into the content are not affected by this penalty.
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Last updated: 2026-02-07