TikTok has faced increasing scrutiny and controversy around its data privacy practices. There have been concerns raised that TikTok collects excessive amounts of user data, and may share that data with the Chinese government (TikTok is owned by Chinese company ByteDance). Several governments have even restricted or banned TikTok over data privacy fears.
Given these ongoing controversies, many are wondering – can TikTok track you even if you don’t have the app installed? This has become a pressing question for those looking to avoid TikTok’s data collection while still browsing the web. The main focus of this article will be examining the evidence around TikTok’s ability to track non-users through various methods.
What data can TikTok collect?
TikTok collects a wide range of data on its users, as outlined in its privacy policy. This includes:
- User content like photos, videos, captions, and messages
- Location data based on IP address and mobile GPS
- Device identifiers like IDFA on iOS and advertising ID on Android
- Contacts if permission is granted
- Browsing data and search history in the app
- Interactions like videos viewed, shared, liked, and commented on
According to the privacy policy, TikTok uses this data for purposes like “developing and improving” the app, showing relevant ads, recommending content, protecting against “unsafe or illegal activity”, and “other purposes described to you”.
Specifically, TikTok leverages user data like interests, behavior, and location to target ads and make personalized recommendations in the app’s ‘For You’ feed. The goal is to keep users engaged on the platform for longer periods.
Does TikTok collect data on non-users?
Yes, TikTok has the ability to gather certain data on individuals even if they don’t have an account on the platform. This is done through various tracking methods:
Tracking pixels: TikTok places invisible tracking pixels on websites that allow them to monitor your activity if you visit those sites. The pixel collects basic data like your IP address and browser information.[1]
Advertising IDs: Your device has an advertising ID that allows companies to target ads to you. TikTok is able to link that ID to your browsing activity when you visit sites with their pixels installed or interact with their ads.[2]
Cookies: TikTok uses cookies to track non-users across websites to gather data on browsing habits and interests.
While the data gathering on non-users is more limited compared to users, TikTok is still able to build an advertising profile and target individuals with ads without them ever signing up for an account.
TikTok pixel and website tracking
The TikTok pixel is a small piece of code that can be installed on websites to enable tracking and analytics. Here’s how the TikTok pixel enables tracking of users across websites:
The TikTok pixel collects data including IP address, user agent, and other device identifiers. When a user who has interacted with TikTok visits a site with the TikTok pixel, their activity can be tracked across websites. The pixel helps attribute site conversions to TikTok ad campaigns and optimize targeting.
Many major websites and apps have implemented the TikTok pixel. Examples include:
- Ecommerce sites like Shopify merchants
- News and media sites like BuzzFeed
- Other apps like Reddit
So visiting these sites means user data may be sent to TikTok via the pixel, even without having the TikTok app installed.
Tracking via ad platforms
TikTok shares data with major ad platforms like Facebook and Google to improve ad targeting capabilities. According to TikTok’s privacy policy, they may share information like advertising IDs, device IDs, and hashed email addresses with third-party advertising partners and service providers.
For example, if you visit a website that contains the Facebook pixel or interacts with Facebook ads, Facebook can add your device and advertising ID to your ad profile. Even if you don’t have a Facebook account, an invisible profile is created based on your device and advertising ID which can be used to track you across sites.
Similarly, if you visit sites containing the TikTok pixel or see TikTok ads on other platforms, TikTok can use that data to build a profile and track you for advertising purposes. They state in their privacy policy that data may be combined with third-party data from partners.
So even without installing the TikTok app, advertisers can potentially identify and track you via partnerships TikTok has with major platforms. Your interactions with sites and ads linked to these platforms allow them to build up profiles for ad targeting.
Mitigating tracking without the app
While the most surefire way to prevent TikTok tracking is to not use the platform at all, there are still steps you can take to mitigate tracking if you don’t have the TikTok app installed. Here are some methods:
Use a VPN – VPNs mask your IP address and encrypt your internet traffic so that TikTok and other companies have a harder time identifying and tracking you online (Source).
Block cookies – Browser extensions like Privacy Badger can detect and block tracking cookies from TikTok’s websites and third party services they use for tracking non-users (Source).
Use anti-tracking browsers – Browsers like Brave have built-in protections against tracking and fingerprinting techniques employed by platforms like TikTok.
Opt out of data sharing – You can opt out of data sharing with ad platforms that TikTok uses like Google and Facebook. This limits some avenues of third party tracking.
With vigilance and the right tools, non-users can greatly minimize the amount of data TikTok collects on them. However, avoiding TikTok altogether remains the only sure way to prevent any tracking or data collection by the platform.
TikTok’s Response
TikTok has addressed concerns about its data collection practices in several public statements. In a 2022 blog post titled “The Facts On Reports About Our Data Collection Practices,” TikTok asserted that it stores all U.S. user data in the United States with backups in Singapore (TikTok, 2022). The company claimed it has worked to limit employee access to user data and build encryption into its systems. TikTok also stated that its privacy policies clearly explain what data is collected and how it is used.
According to TikTok’s Privacy Policy, the company collects information users provide such as profile information, user-generated content, and information when users contact TikTok. They also collect device information, location data, and user interactions within the app. TikTok states they share user data with third parties for business purposes and may transfer data internationally. Users must consent to TikTok’s terms to create an account (TikTok Privacy Policy).
Expert perspectives
Privacy advocates and technology experts have voiced concerns over TikTok’s tracking practices. Marc Rotenberg, president of the nonprofit Electronic Privacy Information Center (EPIC), told Consumer Reports, “The danger is that behavioral advertising will become so pervasive that it’s no longer transparent to people when their data is collected, analyzed, and used to manipulate them.”
Albert Fox Cahn, founder and executive director of the Surveillance Technology Oversight Project (S.T.O.P.), said in an interview with CNN, “TikTok’s data collection threatens both privacy and free expression. By creating such expansive profiles of users, platforms like TikTok could enable digital discrimination.”
However, some experts believe the concerns are overblown. Justin Brookman, director of consumer privacy and technology policy at Consumer Reports said, “I haven’t seen any evidence that TikTok is exceptionally dangerous or unethical compared to alternative services.” He added that many popular sites engage in similar tracking.
While perspectives differ on the severity of the issue, there is agreement that users should have more visibility into how their data is collected and used. Many advocate for strengthened data privacy regulations to protect consumer rights.
Risk assessment
When evaluating the risks posed by TikTok’s data collection practices, it’s important to examine them in the context of the wider tech industry. According to researchers, while TikTok does collect extensive user data, its practices do not appear to be significantly more invasive or illegal than other major social media platforms like Facebook, Instagram, and YouTube (Congressional Report, CNN).
All tech companies collect some form of user data to target ads and improve their services. However, the main concern with TikTok is that as a Chinese-owned company, it could potentially share data with the Chinese government. TikTok denies these allegations and maintains that its US user data is stored in the US with strict controls. Still, the theoretical risk exists.
Ultimately, while users should be aware of how their data is collected and used, TikTok does not appear to pose significantly higher risks than comparable social media apps. Experts recommend taking precautions like adjusting privacy settings, being mindful of what is shared, using strong passwords, and enabling two-factor authentication.
Conclusions
In summary, we found TikTok does have some ability to gather data on non-users through various tracking methods like their pixel and ad platforms, but there are ways to mitigate this tracking. TikTok claims they minimize data collection on non-users and don’t target ads based on sensitive data. There are still risks of data being shared with their parent company ByteDance and the Chinese government, but experts say the risks are similar to other social media platforms.
People should think carefully about the tradeoff between data privacy vs personalized services. There are certainly benefits provided by platforms like TikTok when they understand their users. But consumers need to be aware of what data they are sharing and the associated risks. As with most things, moderation and making informed decisions is wisest. Being an informed digital citizen means understanding how our data is used by tech companies, so we can better advocate for ourselves.
