The proper way would be to create your own EBOOT.BIN, which will call the BROWSER.SELF with any parameter/URL you wish.
void launch_self(char *_self, char *_param)
sprintf(self, "%s", _self);
memset(launchargv, 0, sizeof(launchargv));
launchargv = (char*)malloc(strlen(_param) + 1); strcpy(launchargv, _param);
launchargv = NULL;
exitspawn((const char*)self, (char* const*)launchargv, NULL, NULL, 0, 64, SYS_PROCESS_PRIMARY_STACK_SIZE_512K);
Here is an EBOOT.BIN
with content_id: WWWFTP-BROW00001_00-WWWBROWSERFTP001
Using the EBOOT.BIN is not very useful, because you'll always get the official ps3 web page (I set it to the UK one).