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TikTok's data collection extends far beyond its platform
TikTok's tracking tools now gather sensitive information about users-and non-users-across the web, including health-related details, even when the app is never installed. Recent updates to its tracking technology have raised fresh concerns about the scale of its data harvesting empire.
How TikTok's tracking works
The company's "pixel" tool, embedded on third-party websites, monitors online behavior to fuel targeted advertising. Cybersecurity firm Disconnect analyzed the updated pixel and found it intercepts data in ways that go beyond industry norms, including information shared with other platforms like Google.
"It's extremely invasive," said Patrick Jackson, chief technology officer at Disconnect. "The expanded data sharing reveals practices that look alarming under scrutiny."
Sensitive data at risk
Investigations revealed websites sending TikTok highly personal information, such as cancer diagnoses, fertility treatments, and mental health crises. Even visitors without TikTok accounts are tracked, as pixels transmit data about every user who loads a page.
A TikTok spokesperson stated that websites are responsible for complying with privacy laws and that the company prohibits sharing sensitive data like health information. However, critics argue the system is designed to harvest as much data as possible, regardless of intent.
TikTok's growing reach
DuckDuckGo, a privacy-focused company, reported TikTok trackers are now present on 5% of the world's top websites-a figure that has steadily risen. While still far behind Google (72%) and Meta (21%), the expansion signals a broader trend in digital surveillance.
"This mirrors the playbook used by Google and Meta," said Peter Dolanjski, DuckDuckGo's executive director of product. "They start small and grow into an empire with deep visibility into daily life."
New features amplify concerns
Following the sale of TikTok's U.S. operations to a group linked to former President Donald Trump, the platform introduced updated data collection practices. The revised pixel now tracks users beyond TikTok, monitoring purchases made after leaving the app to measure ad effectiveness.
Arielle Garcia, chief operating officer at digital advertising watchdog Check My Ads, warned the changes will likely attract more advertisers, further expanding TikTok's tracking network. "These tools make the platform more appealing to advertisers, which is how ad platforms grow," she said.
How to protect your privacy
While no solution is foolproof, experts recommend two key steps to limit exposure:
- Switch browsers: Google Chrome, used by 71% of internet users, has been found to leak more data than alternatives. Privacy-focused browsers like DuckDuckGo, Brave, Firefox, and Safari offer stronger protections.
- Install tracker blockers: Extensions like Disconnect, Privacy Badger, Ghostery, and uBlock Origin can block TikTok's pixel and other trackers. DuckDuckGo provides a comparison of effective ad blockers.
However, these measures don't address all risks. Companies can still share data directly with tech giants from their servers, creating a "black box" of hidden tracking. Experts advise avoiding reusing personal information across services to make data matching harder.
The bigger picture
Critics argue the real solution lies in stronger privacy laws. "This isn't just a TikTok problem-it's an industry-wide issue," Garcia said. "Meaningful change requires public pressure on lawmakers to prioritize privacy protections."
For now, users can take small steps to reduce their digital footprint, but systemic change remains the ultimate goal.
