TikTok is one of the world’s most popular social media platforms, and collects massive amounts of user data to optimize its algorithm and advertising strategies. The platform gathers information through user input, such as profile details and content interactions, and implicit data points, including device identifiers, location tracking, browsing history, and biometric data (when allowed). This data is mainly used to enhance user experience, personalize content, and serve targeted ads.
Users are given some level of control over their data. The app provides privacy settings that allow individuals to manage ad preferences, limit data sharing, and restrict content personalization. However, many of these settings require manual adjustments, and their effectiveness in preventing data collection remains questionable. And while TikTok claims to keep this data anonymous, concerns still remain regarding how effectively this practice actually prevents user tracking across platforms.
Privacy Concerns and Controversies
TikTok has faced significant backlash over its data privacy practices. Regulators and privacy advocates have raised concerns about how the platform handles user data, particularly surrounding its ties to China-based parent company ByteDance. The U.S. and European governments have questioned whether user data could be accessed by foreign entities, raising alerts surrounding security risks.
- Fines and Lawsuits: In 2019, TikTok was fined $5.7 million by the U.S. Federal Trade Commission for illegally collecting personal data from children under 13 without parental consent, violating the Children’s Online Privacy Protection Act. TikTok has also faced legal action in the U.K. over similar issues.
- Ethical Issues in Advertising: TikTok’s targeted advertising practices have raised ethical questions about user manipulation, particularly among younger audiences. Arguing that AI-driven content recommendations encourage excessive screen time and exploit psychological vulnerabilities.
- Transparency Concerns: Reports have come out reporting that TikTok has tracked user keystrokes and clipboard data, potentially exposing users to unintended data leaks. Though the company denies misuse, such findings fuel skepticism about its commitment to privacy.
Transparency and Consumer Protections
TikTok has taken steps to comply with global privacy regulations such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S. Under these laws, users have the right to access, delete, and restrict the use of their personal data. TikTok has implemented privacy policies that outline these rights, allowing users to request data reports and opt out of personalized ads.
However, some critics argue that TikTok’s compliance is more performative than substantive. The complexity of navigating privacy settings, paired with unclear data-sharing policies, raises concerns about the platform’s true level of transparency. Many users remain unaware of how their data is used, highlighting the need for clearer communication and simpler privacy controls.
Recommendations for Improvement
To balance effective marketing with stronger privacy protections, TikTok should consider the following improvements:
- Enhanced Transparency: Clearly disclose what data is collected and how it is used in an understandable manner.
- Stronger User Controls: Implement default privacy settings that limit data collection, rather than requiring users to opt out manually.
- Minimal Data Collection: Switch to a model that prioritizes minimal data collection and anonymization to reduce exposure to potential breaches.
- Youth Protections: Strengthen safeguards for younger users by restricting personalized ads and limiting data retention.
TikTok remains a dominant force in social media, so addressing these privacy and ethical concerns is critical to fostering trust and ensuring responsible data practices. By prioritizing transparency and user autonomy, the platform can maintain a balance between effective advertising and ethical responsibility.
Citations
Barnhart, B. (2024, May 2). GDPR and social media: What marketers need to know. Sprout Social. https://sproutsocial.com/insights/gdpr-and-social-media/
California Consumer Privacy Act (CCPA). State of California – Department of Justice – Office of the Attorney General. (2025, January 28). https://oag.ca.gov/privacy/ccpa
Justice Department sues TikTok and parent company ByteDance for widespread violations of children’s privacy laws. Office of Public Affairs | Justice Department Sues TikTok and Parent Company ByteDance for Widespread Violations of Children’s Privacy Laws | United States Department of Justice. (2025, February 6). https://www.justice.gov/archives/opa/pr/justice-department-sues-tiktok-and-parent-company-bytedance-widespread-violations-childrens
Legal text. General Data Protection Regulation (GDPR). (2024, April 22). https://gdpr-info.eu/
Mozur, P., Mac, R., & Che, C. (2022, August 19). TikTok browser can track users’ keystrokes, according to New Research. The New York Times. https://www.nytimes.com/2022/08/19/technology/tiktok-browser-tracking.html
Privacy policy. TikTok. (n.d.). https://www.tiktok.com/legal/page/us/privacy-policy/en
Madison Vale 
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