TikTok has exploded in popularity in recent years, becoming one of the most widely used social media platforms in the world. The app allows users to create and share short videos, often set to music. As of 2022, TikTok has over 1 billion monthly active users worldwide.
With its meteoric growth, concerns have emerged around how much user data TikTok collects behind the scenes. Like many social media companies, TikTok’s business model relies heavily on gathering data about its users in order to target ads and optimize the app experience. However, the amount and types of data TikTok gathers is still largely unknown.
This article will provide an overview of what types of user data TikTok collects, how the company uses this data, privacy concerns that have been raised, and steps users can take to protect their information.
What Data Does TikTok Collect?
TikTok collects a substantial amount of user data, including information like location, messages, contacts, and more. According to an analysis by public interest research group U.S. PIRG, TikTok tracks user behavior on the app itself, gathering data on which videos users watch, how long they watch them, and how they interact with them. TikTok’s privacy policy also enables the app to access users’ location data, messages, contacts, and other information stored on their devices. An investigation by Dot LA found that TikTok can access precise GPS location, IP addresses, browsing history, and even biometric data via phone sensors. TikTok gathers this wide range of user information, using it for ad targeting and other purposes.
According to a CNN report, TikTok also collects data by embedding tracking pixels on third-party websites. This allows TikTok to gather information about visitors to those sites. The extensive data collection by TikTok has raised significant privacy concerns, though the company claims it stores U.S. user data domestically.
How TikTok Uses the Data
TikTok uses the data it collects from users primarily for targeted advertising and recommendations. According to a LinkedIn article published by Anne Byonga, user data helps TikTok create highly personalized content recommendations to keep users engaged on the platform.
Data like users’ interests, behaviors, and preferences allows TikTok to serve targeted ads that are more relevant to each individual user. Per statistics from Linearity.io, over 90% of TikTok’s revenue comes from advertising. So using data to optimize ad targeting is crucial for TikTok’s business model.
As reported in Social Media Today, TikTok launched new ad management tools in 2022. These provide advertisers more transparency into how user data is leveraged for ad targeting. For example, advertisers can see audience demographics and interests. This further demonstrates how integral user data is for enabling precision advertising on TikTok.
TikTok’s Data Sharing
There have been ongoing concerns about TikTok sharing user data with its Chinese parent company ByteDance. While TikTok claims U.S. user data is stored in the U.S., recent reports indicate some data may be accessible to ByteDance employees in China. According to a Forbes report, TikTok admitted in a letter to U.S. lawmakers that some employees in China can access certain types of U.S. user data, including for creators who use TikTok’s Creator Portal. However, TikTok stated that highly sensitive data like birthdates and contact info is stored in U.S. and Singapore data centers not accessible from China.
While the extent of data sharing with ByteDance is unclear, privacy advocates argue any access from China could allow the Chinese government to potentially obtain U.S. user data through channels outside TikTok’s control. TikTok maintains it has not and would not hand over U.S. user data to the Chinese government. But experts say the risk remains due to China’s national security laws which could compel ByteDance to share data if requested.
Privacy Concerns
One of the biggest concerns around TikTok is the amount of personal data it collects on its users, and who has access to that data. When TikTok first launched outside of China in 2017, user data was stored in China, leading to fears that the Chinese government could access private information on TikTok users around the globe (TikTok privacy concerns and data collection).
TikTok claims they have made changes since then and no longer store US user data in China. However, TikTok parent company ByteDance is still based in China and ultimately subject to China’s cybersecurity laws (TikTok privacy and security – Is TikTok safe to use?). This has raised concerns that the Chinese government could still potentially access TikTok user data if they wanted to.
There are also worries around censorship. TikTok has been accused of censoring content that is critical of China or goes against Chinese government ideology. For example, evidence suggests posts related to protests in Hong Kong or China’s treatment of Uyghurs have been suppressed on TikTok (Why Is TikTok Bad? Change These TikTok Privacy Settings…).
TikTok’s Response
TikTok has issued statements emphasizing their commitment to protecting user privacy. In their March 2021 Privacy Policy, TikTok stated: “We care about your privacy and handling your information carefully is our priority. This Privacy Policy explains what information we collect when you use TikTok, how it is used by us, and how we share it.” The policy outlines their practices around collecting and using data.
In August 2020, TikTok announced the launch of a “Transparency and Accountability Center” where outside experts can examine and verify their data practices and source code. They stated this was part of their ongoing efforts to build trust with users by being transparent about how their platform operates.
TikTok claims that all U.S. user data is stored in the U.S. with backups in Singapore. They state that employees outside of the U.S. do not have access to U.S. user data. However, some security experts have questioned if TikTok’s parent company ByteDance could still access data if needed.
Government Action
TikTok has faced significant government scrutiny and potential bans in recent years over data privacy concerns. In 2020, former President Trump signed executive orders to ban TikTok unless ByteDance sold TikTok’s US operations [1]. However, the Biden administration revoked the orders but has continued investigating security risks. In June 2022, Congress voted to ban TikTok from government devices [2]. Several US states have banned TikTok on state-owned devices as well.
The US government filed a lawsuit in 2020 to stop TikTok operations, citing data risks, but later withdrew it after seeking security improvements [3]. The FTC and DOJ continue investigations into TikTok’s data practices and compliance with child privacy laws. The US security review panel CFIUS is also investigating TikTok. Globally, India banned TikTok in 2020 over data and national security concerns, though the ban was revoked in 2022. Overall, TikTok faces ongoing government scrutiny, lawsuits, and potential bans due to data privacy risks.
How Users Can Protect Privacy
There are steps TikTok users can take to limit data collection and be more wary of the content they post and interact with:
To limit data collection, users can turn off permissions for TikTok to access their contacts, location, camera, microphone, and photos. They can also choose to make their account private so their content is only visible to followers they approve. Turning off TikTok’s personalized ads feature also limits how much of your data is collected and tracked for ad targeting.
Users should also be cautious about what they post publicly on TikTok. Revealing personal details like your real name, birthday, school, workplace, address, and phone number could allow strangers or bad actors to identify and target you. Refraining from posting very personal content and being selective about sharing private moments is wise. Parents may want to monitor their children’s accounts closely.
Lastly, users should be wary of clicking links, downloading files, or entering personal information if requested by strangers. Malicious content is an unfortunate reality on any social media platform. Applying critical thinking before interacting with unknown accounts or content can help users protect their privacy and security.
Citations:
How can I protect my privacy on TikTok – How2do.org –
dad demonstrates how to protect privacy
Independent Research
Several independent researchers have analyzed TikTok’s data collection practices. A 2021 study from the University of Adelaide found that TikTok was collecting excessive amounts of data beyond what was needed for the app to function properly, including device information and location data [1]. However, a 2022 study from the International Digital Accountability Council concluded that TikTok collects data in a manner consistent with other major social media platforms like Facebook and Instagram, gathering information needed for core app functionality as well as for advertising purposes [2].
Researchers note that while the types of data collected by TikTok are similar to other platforms, the main concern stems from the fact that the parent company ByteDance is based in China and subject to Chinese laws about sharing data with the government. However, TikTok claims that data on US users is stored outside of China and not shared with the Chinese government [3].
Conclusion
In summary, while TikTok collects extensive data from its users like other social media platforms, some concerns exist around how that data could potentially be accessed and used by the Chinese government. The app gathers information like location, messages, contacts, interests, and browsing data that it uses for targeted advertising and recommendations. TikTok claims it stores American user data in the US and Singapore, but its privacy policy does allow data sharing with its China-based parent company ByteDance. This has raised fears about foreign surveillance. In response, TikTok says it would never hand over data to the Chinese government. US authorities have launched investigations and proposed bans over data privacy issues. While no evidence proves misuse of data so far, users can take steps to protect their privacy like adjusting settings, avoiding linking contacts, and being cautious about what they share. Overall, while risks exist with any social media, informed users can make choices to minimize their exposure based on their personal privacy preferences. More transparency and independent auditing of TikTok’s data practices would help provide assurance and build user trust.
