Rule 8-6-1 & AR 8-6-1-II: Touchback...
This AR deals with an interception in the EZ... that said the same principle should apply to a kick into the EZ: "If in the judgment of the official there is perceptible time during which the Team B player made no attempt to advance after the interception, declaring a touchback is justified."
Don't allow the Team B player to decoy and run for a score. Don't let Team A score a cheap TD when the player obviously gave up.