With over 1 billion monthly active users as of December 2023, TikTok has grown into one of the most popular social media platforms in the world (source). However, concerns around data privacy have followed the app’s meteoric rise. Several controversies have sparked questions about whether users’ personal information is truly safe on TikTok.
In this article, we’ll take an in-depth look at what data TikTok collects, how the company uses and shares that data, examine their privacy policies, highlight recent controversies, and compare TikTok’s practices to other platforms. Our aim is to provide readers with a comprehensive view of TikTok’s data handling so you can decide if your personal information is protected.
What Data Does TikTok Collect?
TikTok collects a significant amount of data from its users. According to dot.la, TikTok receives names, ages, phone numbers, emails, locations, devices used, and any bios or profiles users create (source). The app tracks users’ location and device information like device IDs, IP addresses, browsing history, and search terms used in the app (source).
TikTok also collects metadata like messages sent in the app, videos watched and created, hashtags used, and content liked or shared. As reported by CNN, TikTok is able to track users’ browsing history on third-party websites through the use of tracking pixels (source). Essentially, a wide range of user information and activity on and off the app is collected by TikTok.
How Does TikTok Use the Data?
TikTok uses the data it collects for several purposes, primarily to target ads, recommend content, and improve app functionality.
One of the main ways TikTok leverages user data is to serve targeted ads. Like other social media platforms, TikTok relies heavily on advertising revenue. By collecting data on users’ interests, demographics, and behavior in the app, TikTok can create highly-specific audience segments to show relevant ads to. This increases the likelihood users will engage with and click on the ads.
In addition, TikTok uses data to improve its content recommendation engine. The app is driven by an algorithm that determines which videos to show each user based on their past engagement. By analyzing users’ viewing history, likes, shares, and more, TikTok can refine the recommendation algorithm to surface content most likely to keep users engaged and entertained.
User data also enables TikTok to continually test and optimize features and interface design. By tracking how users interact with different app elements, TikTok can identify pain points and enhance the overall user experience. This includes testing variations of features with different segments of users to determine the most effective designs.
In summary, TikTok leverages the trove of user data it collects to power targeted advertising, personalized recommendations, and improved app functionality – all core pillars of its platform and business model.
Does TikTok Share the Data?
As a social media app, TikTok generates a large amount of user data including information like user profiles, interests, behaviors, and habits. There are concerns around how this data is shared.
First, TikTok does share certain data with advertisers. Like many social apps, advertisers can target users based on factors like age, gender, location, and interests. However, TikTok states they do not share any personally identifiable user data directly with advertisers.
A bigger concern is around TikTok’s Chinese parent company, ByteDance. TikTok has said American user data is stored on servers in the US and Singapore, not China. But there are concerns that the Chinese government could still gain access to data through ByteDance if they requested it. This is due to Chinese data privacy laws which require companies operating in China to share data if requested by the government for issues of national security or intelligence purposes [1].
TikTok denies ever sharing data with the Chinese government and says they would refuse any request. But the concerns remain around what could happen if the Chinese government demanded access to data from ByteDance.
TikTok’s Data Policies
TikTok’s privacy policy outlines what data the platform collects, how they use it, and who they share it with. Some key points from their policy include:
TikTok collects information like your username, password, videos watched, comments, and content you post. They also collect your device information, location data, and any third-party app data you permit them to access (1).
TikTok states they use this data for purposes like personalized content recommendations, targeted advertising, product development, security, and research (1).
TikTok may share user data with third parties for business purposes, legal requirements, or external processing. They state they only provide third parties with the minimum needed data (1).
Compared to competitors like Facebook and Instagram, TikTok’s policy is relatively transparent about what is collected and how it is used. However, the broad language still allows extensive data gathering. The volume of data collection is likely similar to other platforms (2,3).
Users have some ability to limit data collection, like turning off personalized ads or restricting location access. But many core functions require sharing data with TikTok (1,3).
(1) https://www.tiktok.com/legal/privacy-policy
(2) https://www.wired.co.uk/article/tiktok-data-privacy
(3) https://wideangle.co/blog/is-tiktok-spying-on-us-all
Recent Controversies
TikTok has faced several controversies recently regarding privacy and security issues. In 2022, the Federal Trade Commission fined TikTok $5 million for violating the Children’s Online Privacy Protection Act by collecting children’s data without parental consent (https://www.nytimes.com/2022/02/27/technology/tiktok-ftc-childrens-privacy-violations.html).
In addition, security researchers have identified vulnerabilities that could allow attackers to manipulate content or expose user data (https://www.washingtonpost.com/technology/2022/09/15/tiktok-flaws-data-risk/). TikTok has worked to patch the issues, but experts warn there could be more undiscovered flaws.
These concerns have led some US lawmakers to call for bans on TikTok use over fears that user data could be accessed by the Chinese government. While no federal ban has been implemented, some government agencies have prohibited TikTok on government devices (https://crsreports.congress.gov/product/pdf/IN/IN12131).
How Does TikTok Compare to Other Apps?
Compared to other major social media apps like Facebook, Instagram, and YouTube, recent studies have found that TikTok collects more personal data than necessary for app functionality (1). This includes data like location, browsing history, and biometric data that is not required for TikTok to operate properly.
Some experts argue that stricter privacy policies and data collection limits are needed for TikTok (2). The amount of unnecessary data collection is concerning, especially given TikTok’s ownership by a Chinese company, ByteDance. There are fears the data could be accessed by the Chinese government, although TikTok claims it stores US user data on servers in the US and Singapore.
However, TikTok is not alone in excess data harvesting. Facebook and Instagram also collect large amounts of unnecessary user data. All major social media apps need stricter regulations on data collection and transparency. TikTok does appear to be taking steps to improve, including publishing more details on the types of data collected recently (3). But more progress is still required to protect user privacy.
Sources:
(1) https://www.cnbc.com/2022/02/08/tiktok-shares-your-data-more-than-any-other-social-media-app-study.html
(2) https://pirg.org/articles/demystifying-tiktok-data/
(3) https://newsroom.tiktok.com/en-us/mythbusting-the-facts-on-reports-about-our-data-collection-practices
Steps Users Can Take
There are a few steps TikTok users can take to limit how much of their data is collected and shared by the platform. Reviewing TikTok’s privacy settings is a good first step. Users can restrict location sharing, disable targeted advertising, make their account private, and turn off data analytics collection in the app’s settings. It’s also wise for users to be selective about what kinds of personal information they voluntarily provide in their profile or share in TikTok posts and messages. Refraining from connecting third-party apps and services to your TikTok account can also limit data collection. For those especially concerned about privacy, using a VPN while accessing TikTok can help keep browsing data private.
The Future of TikTok’s Data Policies
With growing scrutiny from governments around the world, TikTok is likely to face increased regulation in how it handles user data going forward. Pressure for more transparency into its data practices will continue to mount as lawmakers propose restrictions on how apps like TikTok can collect and share data (https://newsroom.tiktok.com/en-us/data-privacy-day-2023).
TikTok will need to adapt its privacy policies and practices to comply with new laws and compete with rival social media platforms that promote strong data security protections. This could include allowing independent audits, being more forthcoming about what data is collected and how it is used, implementing strict limits on data access, and giving users enhanced control over their personal information.
While TikTok has claimed it stores U.S. user data outside of China, concerns remain over potential access by Chinese authorities. Addressing these concerns and preventing unauthorized data access will be key priorities for TikTok going forward. The company will need to be proactive about data protections as lawmakers and the public demand greater accountability.
Conclusion
In summary, TikTok collects a significant amount of data from its users including location information, browsing history, contacts, and more. TikTok claims this data is used to improve the user experience and target ads, but there are concerns about how secure this data is given TikTok’s ownership by a Chinese company.
TikTok does share some data with third parties, but claims to anonymize user data before sharing. However, it’s difficult to verify these claims and know for certain how user data is handled. Recent controversies like the Oracle data tracking revelations have raised further concerns about TikTok’s data practices.
Compared to other social media apps, TikTok appears to collect more data points, especially around device information and identifiers. However, many popular apps collect large amounts of user data too.
There are steps users can take to better protect their privacy like revoking app permissions, using strong passwords, and enabling two-factor authentication. But ultimately, there is still a lack of transparency around how TikTok handles and secures user data. As TikTok continues to grow in popularity, it remains to be seen how its data practices may evolve in the future. Users need to determine their own comfort level with how much personal data they are willing to share on the platform.
