it's definitely back emf =)
motors use an input voltage, which causes a current to flow thru coils, which forces it to turn in the presence of an external magnetic field.
but this means that as the coil turns, the magnetic flux through the coil is changing. A second emf is produced which opposes the initial change in flux. ie opposes the input emf and opposes the motion of the turning coil. So the motor is also acting as a generator; producing its own 'back' emf~
hope that helps =P