TikTok's New Data Collection: What Changed and Why It Matters [2025]

You probably didn't read TikTok's privacy policy update. Neither did most people. But you should at least understand what changed.

In late 2024, TikTok made a major shift. The app moved from Chinese control to a new American corporate structure called TikTok USDS Joint Venture LLC. With that transition came significant updates to what the platform collects from its users. And I'm not talking about minor tweaks or clarifications. These are substantial expansions of data collection that affect how the app tracks you, where it tracks you, and how it sells information about you to advertisers.

The thing that caught everyone's attention was the location tracking. TikTok now collects precise GPS data from users' devices, something it explicitly said it wasn't doing before. But that's only one piece of the story. The platform also started tracking your interactions with AI features, expanded partnerships with advertisers and data brokers, and created new ways to match your offline behavior to your TikTok profile.

This matters because TikTok isn't just some entertainment app anymore. The platform has over one billion monthly active users worldwide. For many people, especially Gen Z, it's the primary way they discover content, connect with friends, and consume news. When TikTok changes how it collects and uses data, it affects a significant portion of the global internet.

What's also worth noting is the context around these changes. The US government had been pushing TikTok to restructure its ownership for years, citing national security concerns. This new data collection represents TikTok attempting to look more like an American tech company while maintaining its core business model. But the result is actually a platform that can collect more detailed information about its users than it could before.

In this article, I'm going to break down exactly what TikTok changed in its privacy policy, why each change matters, and what you can actually do about it. I'll also explain the broader implications for digital privacy and why this situation highlights some fundamental problems with how social media companies handle user data.

TL; DR

• Precise Location Tracking: TikTok now collects exact GPS coordinates from users who enable location services, a major shift from its previous approximate location-only approach
• AI Interaction Monitoring: The platform tracks metadata about how you use AI features, including prompts, responses, and timestamps
• Expanded Ad Network: TikTok now integrates offline purchase data and cross-platform activity from third-party advertisers and data brokers
• What You Can Do: Disable location services in app settings, opt out of personalized ads, and use privacy-focused browser extensions
• Bottom Line: TikTok's new ownership structure enables more invasive data collection than before, making privacy settings and opt-outs more critical than ever

Estimated data suggests that 50% of users may unknowingly enable precise location tracking, while 20% are aware and choose to enable it.

Understanding TikTok's Ownership Transition and Why It Matters

Let's start with context, because you can't really understand these privacy changes without understanding why they happened.

For years, TikTok was a Chinese company. ByteDance, a Beijing-based tech conglomerate, owned and controlled the platform. This created constant friction with the US government. Politicians and regulators worried that TikTok's parent company could be compelled by Chinese authorities to hand over data on American users or to manipulate the platform for propaganda purposes. Whether those concerns were justified is a whole separate debate, but they were real enough that they drove policy.

In 2023 and 2024, the US government ramped up pressure on TikTok to divest from Chinese ownership entirely. Congress passed legislation threatening to ban the app unless it was bought by a non-Chinese entity. TikTok fought back with legal challenges and a lobbying campaign, but ultimately decided to restructure rather than risk a ban that would have destroyed its entire US business.

Enter TikTok USDS Joint Venture LLC. This new entity was supposed to be majority-controlled by American investors, including Oracle, which provides infrastructure services for TikTok. The idea was to create a structure that would satisfy US regulators while keeping TikTok operational.

But here's the catch. When TikTok restructured its ownership, it also restructured its business model to be more compatible with how American tech companies operate. And in America, the dominant business model for free social media platforms is surveillance capitalism. You're not the customer. You're the product being sold to advertisers.

TikTok had always collected data, obviously. But under Chinese control, the company had been somewhat constrained by concerns about American regulatory scrutiny. With American ownership, those constraints largely disappeared. The company could collect more data, integrate more third-party tracking, and build more sophisticated advertising targeting without facing the same level of resistance.

So the new privacy policy didn't emerge from nowhere. It's a logical consequence of the platform shifting from a Chinese company trying to avoid regulation in America to an American company operating under American business norms. The government got what it wanted (American ownership), and TikTok got what it wanted (a way to collect more data and build more valuable advertising profiles).

Estimated data shows that adjusting location settings is the most adopted privacy protection step, followed by opting out of personalized ads and using privacy-focused browsers.

The Three Major Changes in TikTok's Privacy Policy

Let's dig into the specifics. TikTok made three major additions to its privacy policy that represent fundamental changes in how the app collects and uses your data.

Change One: Precise Location Tracking (GPS Data Collection)

This is the one that got the most attention, and for good reason. TikTok now collects precise location information from your phone's GPS.

In the old privacy policy, TikTok was explicit about what it collected: "We collect information about your approximate location, including location information based on your SIM card and/or IP address." That was it. Approximate location only. No GPS. No fine-grained tracking.

The new policy says something very different: "Also, if you choose to enable location services for the TikTok app within your device settings, we collect approximate or precise location information from your device." That "or" is the key word. It means TikTok can now collect precise GPS coordinates if you've turned on location services for the app.

Now, TikTok does say this is optional. You have to enable location services in your device settings for TikTok to collect your precise location. But here's the thing about location permissions on smartphones. Most people enable them for apps without really thinking about what that means. The permission prompt says something like "Allow TikTok to access your location?" and you tap yes because you want to use the feature you just opened.

Once you've granted that permission, TikTok can collect your precise location whenever you open the app. Every time you scroll through your FYP (For You Page), TikTok knows exactly where you are. When you watch a video in a coffee shop, TikTok knows which coffee shop. When you're at home late at night, TikTok knows you're at home.

Why would TikTok want this data? Several reasons. First, location data makes advertising targeting much more precise. Advertisers can target people in specific locations with relevant ads. A pizza restaurant can target hungry people within five miles of their location at dinner time. A clothing brand can target people near their stores.

Second, location data is incredibly valuable for understanding user behavior and preferences. If TikTok knows where you work, where you shop, where you spend your free time, it builds a much more detailed profile of who you are as a person. This profile can be sold to data brokers and used for countless purposes beyond just showing you ads.

Third, location data enables a practice called "geofencing." Companies can set up digital boundaries around physical locations and track every phone that enters or leaves those areas. Governments, retailers, and private companies all use geofencing to monitor movement patterns. Once TikTok has your precise location, your data could theoretically be sold to third parties who want to use geofencing.

The concerning part isn't that TikTok added location tracking. It's that TikTok had previously said it wasn't doing this, and now it is. This represents a meaningful expansion of surveillance. And because location permissions are often granted without careful consideration, many users probably don't realize they've enabled this tracking.

Change Two: AI Interaction Tracking and Metadata Collection

The second major change is more subtle but equally important. TikTok now explicitly tracks and collects metadata about your interactions with AI features.

In TikTok's updated privacy policy, the company added language about "Metadata that is automatically uploaded in connection with your user content, messages, or AI interactions, such as how, when, where, and by whom the user content was created, or message or prompt was sent."

Let's break down what that means. TikTok has AI features. These include things like the "Ask AI" function, where you can ask questions and get responses. It includes AI-generated effects and filters. It includes AI-powered content recommendations and suggestions. When you use any of these features, TikTok now collects metadata about your interactions.

Metadata is data about data. When you ask TikTok's AI a question, the metadata includes what time you asked it, where you were when you asked it, what device you were using, and whether you're a creator or just a regular user. It also includes information about what you asked and what response you got.

Why is this important? Because your interactions with AI reveal things about you that regular social media activity doesn't. When you "like" a video, you're showing interest in a topic. But when you ask an AI assistant a question, you're revealing what you're curious about, what problems you're trying to solve, what you're worried about or struggling with.

Let's say you use TikTok's AI to ask questions about mental health resources. Or you use it to research symptoms of a health condition. Or you ask it for advice on relationships or financial situations. These interactions reveal incredibly sensitive information about your life. And now TikTok is collecting detailed metadata about all of them.

This metadata can be analyzed to build profiles about user interests, concerns, and behaviors. It can be used to target ads for mental health services, financial products, dating apps, or anything else. It can be sold to data brokers. It can potentially be shared with government agencies or other third parties.

What's particularly concerning is that this data collection happened with minimal fanfare or explanation. TikTok didn't announce that it was now tracking AI interactions. The change was quietly added to the privacy policy. Most users have no idea this is happening.

Change Three: Expanded Ad Network and Third-Party Data Integration

The third major change involves how TikTok handles advertising data. The company significantly expanded its integration with third-party advertisers, data brokers, and measurement partners.

Under the old system, TikTok collected data about what you did on TikTok and used that to show you relevant ads. It's the standard social media advertising model. But the new policy describes something more extensive.

TikTok now says: "Advertisers, measurement, and other partners share information with us about you and the actions you have taken outside of the Platform, such as your activities on other websites and apps or in stores, including the products or services you purchased, online or in person."

This is a crucial distinction. TikTok is now collecting data about what you do outside of TikTok. Not data that TikTok directly collects, but data that third-party companies collect and then share with TikTok.

Imagine this scenario. You're shopping online at a clothing retailer. You browse some dresses, add one to your cart, and then leave the site without buying. Later, you get targeted with ads for that exact dress on TikTok. How did that happen? The clothing retailer sold or shared data about your browsing activity with an ad network or data broker, who then shared it with TikTok, who used it to target you.

Or you're at a grocery store and buy some specialty snacks. Your credit card information gets shared with a data broker. That data broker combines it with information from other sources to identify you and then sells information about your grocery purchases to advertisers. TikTok then buys that information and uses it to target you with relevant ads.

This kind of data integration is common in digital advertising. But it's also incredibly invasive. You have no control over it. You don't know which third parties are collecting data about you. You don't know which data brokers are selling information about your purchases. And you probably don't realize that this offline activity is being connected to your TikTok profile.

TikTok uses several techniques to make these connections. The policy mentions "mobile identifiers for advertising, hashed email addresses and phone numbers, and cookie identifiers." These are tracking technologies that allow ad networks to recognize you across different platforms and connect your various online identities.

Hashed email addresses are particularly sneaky. If you use the same email address for your TikTok account and other services, ad networks can hash (encrypt) that email address and use it to identify you. Even if you think you're anonymous, your email serves as a unique identifier.

The net result is that TikTok has built a system to integrate offline and online behavior data, creating incredibly detailed profiles about who you are, what you buy, where you go, and what you're interested in. These profiles are valuable to advertisers and can be monetized in various ways.

How Location Data is Actually Being Used

Let's go deeper into the location tracking piece because it deserves special attention.

When TikTok collects your precise GPS location, it's not just storing a single data point. Every time you open the app, TikTok knows where you are. Over weeks and months, TikTok builds a complete map of your movement patterns. Where you live (based on where you spend nights), where you work (based on weekday patterns), where you spend your free time (based on evenings and weekends), which stores you visit, which restaurants you go to.

This location history is incredibly valuable. Governments want it for law enforcement and surveillance purposes. Retailers want it to understand foot traffic patterns and consumer behavior. Insurance companies want it to verify claims. Abusers want it to track their partners. Marketers want it to understand lifestyle patterns.

Once TikTok has your location data, the company can sell it to data brokers. Data brokers are companies whose entire business is collecting data from various sources and repackaging it for sale to other companies. People search for "data broker" and see companies they've never heard of buying and selling location history.

There's also a practice called "location analytics" where companies analyze aggregated location data to understand population movements and behavior patterns. Retailers use location analytics to choose store locations. Urban planners use it to understand traffic patterns. And yes, governments use it for surveillance.

Location data can also be weaponized. If you're an activist or protester, location data can be used to identify your involvement in political movements. If you're visiting a medical clinic, location data reveals your health situation. If you're visiting a political party office or a religious institution, location data reveals your political or religious beliefs.

The fact that TikTok now has precise location data on over one billion users globally creates an unprecedented privacy risk. Add to that the fact that data can be hacked, subpoenaed, sold, or misused by rogue employees, and you have a genuine surveillance infrastructure.

Geofencing and Location-Based Targeting

One specific application of location data that's worth understanding is geofencing. Geofencing allows companies to draw virtual boundaries around physical locations and track every device that enters or leaves those areas.

Imagine a coffee chain wants to target people with ads. Using geofenced location data, they could create a digital boundary around every Starbucks location. Whenever a TikTok user's phone enters that boundary, the user gets served an ad for that Starbucks. It's incredibly precise targeting.

Or a political campaign could geofence the offices of their opponent and identify everyone who visits those offices. A health insurance company could geofence a fertility clinic and target ads to people seeking fertility treatment. The applications are limited only by imagination and regulations.

Geofencing is particularly effective for offline conversion tracking. A company can geofence their physical stores and determine which people saw their ads online and then actually visited the store. This allows them to measure the effectiveness of digital advertising in driving real-world behavior.

Location Data and Vulnerability

Location data is also particularly sensitive because it reveals patterns about vulnerable populations. If you're visiting an abortion clinic, that location history reveals you're seeking reproductive healthcare. If you're visiting a domestic violence shelter, it reveals you're experiencing abuse. If you're visiting a needle exchange program, it reveals you use drugs.

In a world where this location data can be accessed by governments, religious organizations, or bad actors, the privacy implications are severe. This is why location privacy is such a big deal for reproductive rights advocates, LGBTQ activists, and people experiencing domestic violence.

Estimated data shows that third-party advertisers contribute the most to TikTok's user profiling, followed by precise GPS location and AI interaction metadata.

Understanding AI Interaction Tracking in Detail

Let's explore the AI tracking piece more thoroughly because it represents a new frontier in data collection.

TikTok's AI features include several different tools. There's the "Ask AI" feature where you can ask questions and get responses. There are AI-generated effects and filters that you can use to edit videos. There's AI-powered content recommendations. And increasingly, there are AI features integrated throughout the app.

When you use any of these features, TikTok collects metadata. But what exactly is being collected?

First, there's the timestamp and location information. TikTok knows exactly when you used an AI feature and where you were when you did it. Over time, this reveals patterns about your behavior and concerns.

Second, there's information about what you asked or how you used the feature. If you asked TikTok's AI a question, TikTok has a record of that question. This is sensitive data because questions reveal needs, concerns, and vulnerabilities.

Third, there's information about how you interacted with the response. Did you immediately close it? Did you spend time reading it? Did you share it or save it? These interactions provide insight into whether the response was useful to you.

Over time, this data creates a comprehensive profile of your interests, concerns, and needs. And this profile is valuable for advertising targeting. If TikTok's AI knows you're researching a health condition, that can be used to target you with ads for treatments, medications, or medical services.

The Difference Between Regular Social Media Activity and AI Interactions

Here's why AI interaction tracking is qualitatively different from regular social media tracking.

When you "like" a TikTok video, you're indicating interest in a topic. TikTok can infer that you like comedy, or fitness content, or gaming videos. But when you ask an AI assistant a question, you're explicitly stating what you want to know. You're revealing intent and need in a much more direct way.

If you search Google for "depression symptoms," Google learns that you might be interested in mental health. But if you ask TikTok's AI "am I depressed," you're revealing something much more personal and vulnerable.

This is why companies have historically been restricted in how they could collect and use information about what people search for or ask. Searches and questions reveal sensitive information that people expect to be private. But with AI features becoming more prevalent on social media, TikTok is now collecting this information at scale and using it for advertising targeting.

Privacy Implications of Widespread AI Integration

As AI becomes more integrated into TikTok, the privacy implications compound. Every conversation with an AI assistant becomes a data point. Every interaction with an AI-generated effect becomes tracked. Every time you use AI-powered recommendations, that usage is logged.

Future versions of TikTok will probably integrate AI more deeply into the core experience. Instead of being a separate feature, AI will be woven throughout the app. You'll use AI to generate content, find videos, get recommendations, edit posts, and more. And every single interaction will be tracked.

This creates an environment where your entire engagement with the platform is mediated through AI systems that are simultaneously tracking and analyzing everything you do. It's a level of surveillance that would have seemed dystopian a decade ago, but it's becoming normal.

The Third-Party Data Integration Ecosystem

Now let's talk about the expanded ad network and data integration. This is where TikTok's new ownership really matters.

The new privacy policy describes a complex ecosystem of third parties that share data with TikTok. This includes advertisers, measurement partners, data brokers, and other companies. These parties provide TikTok with information about what you do outside of TikTok, and TikTok uses this information to build more detailed profiles and serve better-targeted ads.

How does this work in practice?

The Data Broker Supply Chain

Data brokers are companies that buy data from various sources and repackage it for sale to other companies. Where do they get their data? Everywhere.

Retailers sell data about your purchases. Credit card companies sell data about what you buy. Websites sell data about your browsing history. Apps sell data about what you do in their app. Landlords sell data about your housing status. Banks sell data about your financial activity. Hospitals sell data about your medical visits.

Data brokers aggregate all this information and create profiles about individuals. These profiles are incredibly detailed. They include information about your income, spending habits, health status, family situation, political beliefs, religious beliefs, interests, hobbies, and much more.

TikTok buys access to this data. TikTok shares data about you with data brokers, who combine it with data from other sources. The result is a much more complete picture of who you are as a person.

Cross-Platform Tracking and Matching

Data brokers use various techniques to connect your different online identities and track you across platforms. The most common technique is email matching. If you use the same email address for multiple accounts, data brokers can link those accounts together.

Another technique is hashing. Email addresses, phone numbers, and other identifiers are encrypted using a one-way hash function. This allows data brokers to match users across platforms without directly sharing sensitive information.

Mobile identifiers are also used. Each smartphone has a unique identifier (IDFA on iPhone, AAID on Android). Advertisers and data brokers use these identifiers to track users across different apps and connect their activity.

Cookie identifiers are used for web tracking. When you visit websites, you receive cookies that track your activity. These cookies allow ad networks to follow you from site to site.

TikTok has access to all of this tracking data. Through partnerships with data brokers and ad networks, TikTok knows what you do on other websites, what you buy online, what you search for, and much more. All of this data is connected to your TikTok profile.

Offline-to-Online Connection

One of the most invasive aspects of the new data integration is the ability to connect offline purchases to your TikTok profile.

When you make a purchase at a physical store, your data is sometimes captured. If you use a loyalty card or credit card, your purchase is tied to your identity. Retailers then sell this purchase data to data brokers or advertisers.

These third parties use various techniques to match offline purchases to online profiles. They might match based on email address, phone number, postal address, or payment method. Once matched, advertisers know exactly what you buy in stores and can use that information to target you with relevant ads.

TikTok buys access to this offline purchase data. So when you buy groceries, clothes, or anything else with your credit card, TikTok might eventually learn about it. This information is then used to create a more complete profile and serve targeted ads.

The troubling part is that you have almost no visibility into this process and almost no way to opt out. You can avoid using TikTok, but you can't prevent retailers from selling data about your purchases. You can't prevent data brokers from buying and selling your information. You can't prevent TikTok from buying access to that information.

Measurement and Attribution

TikTok also receives data from measurement partners who track how advertising works. These partners measure whether people who see a TikTok ad later visit a website, make a purchase, or take some other action.

To do this, measurement partners need to follow you from TikTok to other platforms and track what you do. This requires matching data and cross-platform tracking. Every time you click an ad on TikTok and then make a purchase on a retailer's website, measurement partners are tracking that journey.

This data is shared back with TikTok, which uses it to improve its advertising algorithm. The company learns which ads are effective and which aren't. This feedback loop makes TikTok's advertising targeting more precise and effective.

TikTok's 2025 data collection focuses on GPS data, AI interactions, and partnerships, reflecting a shift to more detailed user tracking. Estimated data.

What TikTok's Changes Mean for Your Privacy

Let's step back and talk about what all of this means in practical terms.

The changes to TikTok's privacy policy represent a significant expansion of surveillance. The company now collects more types of data, integrates data from more sources, and uses that data in more ways. Your location, your AI interactions, your offline purchases, your browsing history on other websites—all of it is now being collected and analyzed by TikTok.

This data is valuable because it enables incredibly precise advertising. Advertisers can target people based on their exact location, their health interests, their purchase history, and their browsing behavior. This makes advertising more effective and allows companies to extract more value from advertising budgets.

But it's also valuable for other purposes. The data can be used for surveillance by governments. It can be used to manipulate people's behavior. It can be used to discriminate against people based on their interests, beliefs, or circumstances. It can be hacked and stolen. It can be sold to brokers who use it in ways the original user never imagined.

The privacy risk is particularly acute for vulnerable populations. People experiencing homelessness, domestic violence, or health crises are more likely to search for help online and use AI assistants to get information. People with unpopular political or religious beliefs might express those beliefs through their social media usage. People with health conditions might search for information about treatments and medications. All of this sensitive information is now being collected and sold.

Consent Without Understanding

TikTok claims that users consent to these data practices by accepting the privacy policy. But consent is only meaningful if people understand what they're consenting to.

The average person doesn't read privacy policies. They're long, dense, and written in legal language. Even if you try to read one, you won't fully understand the implications of the terms you're agreeing to.

Moreover, the privacy policy is presented as a take-it-or-leave-it proposition. You either accept the entire policy or you can't use the service. There's no way to use TikTok while opting out of certain data collection practices. You can't say "I accept everything except precise location tracking." It's all or nothing.

So the "consent" that users supposedly provide is not truly informed, and it's not truly voluntary. It's the digital equivalent of signing a contract without reading it because you want to use the service.

The Arms Race of Data Collection

What's interesting about TikTok's new privacy policy is that it's not unique. Most large social media and tech companies collect similar types of data and engage in similar practices. Facebook/Meta, Google, Amazon, and others all collect location data, integrate third-party data, and use that information for advertising targeting.

TikTok's policy is actually more transparent about what it's doing than many competitors. At least TikTok explicitly states that it collects location data and third-party information. Many companies do the same thing but hide it deeper in their privacy policies or technical documentation.

But the fact that other companies do it doesn't make it okay. It just means we have an entire ecosystem of companies that are surveilling billions of people and profiting from that surveillance. TikTok's changes represent one more step in that direction.

How Other Social Media Platforms Compare

To understand how significant TikTok's changes are, it's worth comparing them to what other platforms collect.

Facebook/Meta collects location data, integrates third-party data from advertisers, tracks users across websites and apps through pixels and SDKs, and uses AI to analyze user behavior. Meta's data collection is arguably even more extensive than TikTok's because the company owns multiple platforms (Facebook, Instagram, WhatsApp) and can integrate data across all of them.

Google collects location data through Google Maps and Android devices, tracks users across websites through search and ad networks, integrates data from various Google services, and uses AI extensively to analyze user behavior. Google's data collection is particularly extensive because it controls search, maps, email, video hosting, and advertising infrastructure.

Snapchat collects location data and integrates with advertisers and data brokers, though perhaps not as extensively as TikTok or Meta. Snapchat has positioned itself as more privacy-focused than other platforms, but it still collects significant data.

YouTube collects extensive viewing history, search history, location data, and uses AI to understand user preferences. YouTube's data collection is similar to Google's because Google owns YouTube.

Twitter/X collects location data, integrates advertiser data, and uses AI to analyze user behavior. Twitter's data practices are similar to other platforms, though recent changes under new ownership have made the privacy implications less clear.

The pattern is clear. All large social media platforms collect extensive data, integrate third-party data, use AI to analyze user behavior, and use that information for advertising targeting. TikTok is not uniquely invasive. It's just part of a broader ecosystem where surveillance and data collection are normalized.

That said, TikTok's new ownership in America and its explicit transparency about location data collection do make it worth special attention. The company is now subject to American business practices and American regulatory oversight. And the fact that it's being transparent about what it's collecting is unusual for the industry.

Estimated data shows that American investors hold the majority stake in TikTok's new ownership structure, aiming to satisfy US regulatory concerns.

Practical Steps You Can Take to Protect Your Privacy

So what can you actually do about all of this? Here are some practical steps.

1. Review and Adjust Your Location Settings

Go into TikTok's app settings and check your location permissions. On iPhone, go to Settings > Privacy & Security > Location Services > TikTok. On Android, go to Settings > Apps & Notifications > TikTok > Permissions > Location.

If location access is set to "Always" or "While Using the App," consider changing it to "Never" unless you specifically need to use location-based features. If you never use location features in TikTok, disable location access entirely.

Keep in mind that disabling location access prevents the app from collecting precise GPS data, but TikTok can still infer approximate location from your IP address and other signals. But it's still better than allowing precise GPS tracking.

2. Opt Out of Personalized Advertising

In TikTok's settings, look for "Ads and data" or "Ad preferences." You'll find options to control how your data is used for advertising. Look for options to "Limit ad personalization" or "Opt out of personalized ads."

Opting out doesn't stop TikTok from collecting data about you. It just reduces how aggressively that data is used for targeting. But it's still worth doing because it at least signals that you don't want personalized ads.

You can also look for an option to "Personalize ads based on your activity outside TikTok." This option controls whether TikTok uses third-party data for targeting. Disable this if it's available.

3. Use a Privacy-Focused Browser

When you use TikTok in a web browser (as opposed to the mobile app), use a privacy-focused browser like Brave or DuckDuckGo. These browsers block third-party trackers and prevent ad networks from tracking you across websites.

Alternatively, use privacy extensions like uBlock Origin, Privacy Badger, or Ghostery in your regular browser. These extensions block trackers and limit data collection by ad networks.

Note that this protects your privacy when you're browsing the web, but not when you're using the TikTok app on your phone. For that, you need to adjust app-level settings.

4. Use a VPN

A VPN (Virtual Private Network) encrypts your internet traffic and routes it through a server in a different location. This prevents your internet service provider from seeing your activity, and it makes it harder for ad networks to determine your real location based on your IP address.

Note that using a VPN doesn't hide your activity from TikTok itself. If you're using the TikTok app, the company still knows what you're doing on its platform. But it does make it harder for third-party trackers to track you.

Also note that some VPN providers are sketchy and might even be collecting and selling your data themselves. Use a reputable VPN provider with a good privacy track record.

5. Minimize What You Share

The less information you share with TikTok, the less data the company has about you. Consider:

• Not enabling location services for TikTok
• Not using AI features if you're concerned about tracking
• Using a separate email address for TikTok that you don't use elsewhere
• Not connecting your TikTok account to other social media accounts
• Not using your real name as your username

These steps won't stop TikTok from collecting data, but they reduce the quality and completeness of the data the company has about you.

6. Understand Data Brokers

Data brokers are buying and selling data about you constantly. You can opt out of some data brokers through their websites. Sites like "Delete Me" or "One Rep" offer services to help you request removal from data brokers.

Note that this is a tedious process and requires dealing with dozens of different companies. It's not a complete solution. But it can reduce the amount of data about you that's available for purchase.

7. Use TikTok Alternatives (Or Stop Using It)

The most effective way to protect your privacy is to not use TikTok at all. If you're concerned about the company's data collection practices, the simplest solution is to delete the app and use alternatives.

Some alternatives to consider:

• YouTube Shorts for short-form video content
• Instagram Reels for short-form video content
• Snapchat for more ephemeral content and messaging
• BeReal for more authentic, less algorithmically-driven sharing
• Mastodon or Bluesky for text-based social networking
• Discord for community and messaging

Note that none of these platforms are perfect from a privacy perspective. They all collect some data. But if you're concerned about TikTok specifically, you might prefer to use platforms with different business models or different data practices.

The Regulatory Response and Future Implications

TikTok's new privacy policy has not gone unnoticed by regulators. Several government agencies and politicians have expressed concern about the company's expanded data collection.

The US Federal Trade Commission (FTC) has investigated TikTok's privacy practices in the past and could do so again in response to these policy changes. The FTC has authority under Section 5 of the FTC Act to regulate unfair or deceptive practices, which could potentially include privacy violations.

European regulators have also taken interest. The European Union has strict privacy laws (GDPR) that impose requirements on how companies collect and use personal data. TikTok's new practices might violate GDPR requirements, and the company could face fines.

Various state governments in the US have proposed or passed privacy laws that could apply to TikTok. California's CCPA, Colorado's CPA, and Virginia's VCDPA all include provisions about data collection and user rights. These laws could restrict some of TikTok's data practices.

However, regulatory action is slow. Even if a regulator opens an investigation into TikTok's privacy practices, it could take years to conclude. And any fines or restrictions would likely be challenged in court.

In the meantime, TikTok continues to collect data from over one billion users globally. The company is operating in a regulatory gray area where the rules are unclear and enforcement is limited.

Location data is predominantly used for law enforcement, marketing, and retail analysis, with significant portions also dedicated to insurance verification and surveillance. (Estimated data)

Why TikTok's Changes Matter Beyond Privacy

TikTok's expanded data collection isn't just a privacy issue. It has broader implications for society and technology.

First, it demonstrates how regulatory pressure can backfire. The US government pushed TikTok to divest from Chinese ownership. The company did, and now it operates like a typical American tech company, collecting even more data than before. The regulatory goal of protecting American users might have actually made them less private.

Second, it shows how surveillance capitalism has become normalized. When TikTok expands its data collection, the response isn't shock or outrage. It's resignation. People expect tech companies to collect data. They expect surveillance. This is the world we've built.

Third, it highlights the power of data in the modern economy. Data is more valuable than the service itself. TikTok's real product isn't entertainment. It's advertising. The service is just a way to collect data and build profiles that can be sold to advertisers. TikTok's expanded data collection is a sign of how valuable user data has become.

Finally, it demonstrates the inadequacy of privacy policies and user consent as a mechanism for protecting privacy. Privacy policies are long, dense, and rarely read. Consent is not truly informed or voluntary. Relying on these mechanisms to protect privacy is like relying on honor system to prevent theft. It doesn't work.

Looking Forward: What Comes Next

So what can we expect from TikTok in the future?

Likely, the company will continue to expand its data collection. As AI becomes more integrated into the platform, more of your interactions will be tracked and analyzed. The company will find new partnerships with advertisers and data brokers. The profile TikTok builds about each user will become more detailed and valuable.

At some point, TikTok might face regulatory restrictions on how much data it can collect. The FTC might open an investigation. The EU might fine the company for GDPR violations. States might pass laws restricting data collection.

But in the short term, TikTok has incentive to collect as much data as possible, as fast as possible. The data has tremendous value, and the company wants to monetize that value while it can.

For users, the situation is challenging. You can take steps to protect your privacy (disable location access, opt out of personalized ads, use privacy tools), but you can't eliminate TikTok's data collection entirely. If you want to use the service, you have to accept that you're being surveilled.

The only real protection is systemic change. We need stronger privacy laws that limit what companies can collect. We need better enforcement of existing laws. We need to rethink the business model of social media platforms so that they're not dependent on surveillance for revenue.

But that kind of change is slow and difficult. In the meantime, TikTok's expansion of data collection represents a new normal in tech: more surveillance, more data collection, more invasive targeting.

FAQ

What exactly is TikTok collecting now that it wasn't collecting before?

TikTok now explicitly collects precise GPS location data from users who enable location services, tracks metadata about AI interactions including prompts and timestamps, and integrates data from third-party advertisers and data brokers about your offline purchases, web browsing, and other activity outside the platform. Previously, TikTok claimed it only collected approximate location and didn't systematically track AI interactions. The expanded data collection represents a significant shift toward invasive surveillance.

Does TikTok automatically collect my location without my permission?

No, you have to explicitly enable location services for TikTok in your device settings before the app can collect precise GPS data. However, TikTok can still infer your approximate location from your IP address and SIM card information, which it collects regardless of your location settings. You can verify your location permissions by going to Settings > Privacy > Location Services on iPhone or Settings > Apps > TikTok > Permissions on Android.

What does TikTok do with the data it collects from third-party advertisers?

TikTok uses third-party data to build more detailed profiles about users and to improve advertising targeting. When advertisers and data brokers share information about your offline purchases, web browsing, and other activities, TikTok integrates this data with what it directly collects about you. This allows the company to serve advertisements based on your complete behavior across online and offline environments, making ads much more effective and invasive.

How is TikTok tracking my AI interactions?

When you use TikTok's AI features like the "Ask AI" function or AI-generated effects, the platform collects metadata about these interactions. This includes what you asked the AI, when you asked it, where you were when you asked it, and how you interacted with the response. Over time, this builds a profile of your interests, concerns, and needs. The metadata is used for advertising targeting and can be shared with advertisers and partners.

Can I opt out of TikTok's data collection?

You can't completely opt out of TikTok's data collection while using the platform, but you can reduce it through various steps. You can disable location services, opt out of personalized advertising, decline to use AI features, and avoid connecting TikTok to other services. You can also use privacy tools like VPNs and browser extensions to limit third-party tracking. However, the most effective way to prevent TikTok from collecting data is to not use the platform at all.

Is TikTok selling my data directly to advertisers?

Not exactly. TikTok isn't selling individual user profiles with your name and details to advertisers. Instead, the company is allowing advertisers to target you based on detailed behavioral profiles. Advertisers provide TikTok with information about you from third-party sources, and TikTok uses that information along with what it collects directly to match you with relevant ads. This is called "data matching" or "data integration," and it's different from selling your data, but the privacy implications are similarly invasive.

Why did TikTok expand its data collection after becoming US-owned?

Under the new American ownership structure, TikTok operates more like a typical US tech company. The dominant business model for free social media platforms in America is surveillance capitalism, where user data is collected and sold to advertisers. As a Chinese company, TikTok faced regulatory scrutiny that constrained how much data it could collect. As an American company, those constraints largely disappeared, allowing TikTok to adopt more aggressive data collection practices similar to Facebook, Google, and other major tech companies.

How does location data affect vulnerable populations?

Location data can reveal sensitive information about vulnerable populations in particular. If someone is seeking an abortion, visiting a domestic violence shelter, attending a support group, or receiving medical treatment, their location history reveals this information. This data can be misused for discrimination, surveillance, or harassment. Privacy advocates are especially concerned about location data collection affecting people's access to healthcare and safety.

What should I do if I want to use TikTok but protect my privacy?

Start by reviewing your location permissions and disabling location access for TikTok in your device settings. Look for privacy options in TikTok's settings and opt out of personalized advertising and data use from third-party sources. When accessing TikTok through a web browser, use a privacy-focused browser like Brave or install privacy extensions. Consider using a VPN to mask your IP address. Most importantly, minimize what you directly share with the platform by using a separate email address and not connecting other accounts.

Is TikTok's data collection legal?

TikTok's data collection practices appear to be legal under current US laws, as long as the company follows the privacy terms that users agree to. However, the legality is more complicated in Europe, where GDPR imposes stricter requirements. Various US states and the FTC have investigated TikTok's practices, and future regulations could restrict the company's data collection. For now, TikTok operates in a legal gray area where practices that seem invasive are technically legal because users consented by accepting the privacy policy.

Conclusion

TikTok's new privacy policy represents a significant escalation in data collection and surveillance. The platform now collects precise location data, tracks AI interactions, and integrates information from hundreds of third-party sources about what you do offline. This expanded surveillance is not unique to TikTok. It's part of a broader ecosystem where social media platforms, advertisers, and data brokers have built an unprecedented surveillance infrastructure.

The troubling part is how normalized this has become. A decade ago, the idea that a social media company could track your exact location, monitor your questions to AI assistants, and integrate data about your purchases and web browsing would have seemed dystopian. Now it's just how social media works.

What can you do? You can take steps to protect your privacy within the system as it exists: disable location tracking, opt out of personalized ads, use privacy tools. But these measures only go so far. They make you harder to track, but they don't prevent tracking entirely.

More fundamentally, we need to reckon with the business model of social media. Platforms like TikTok are free because you're not the customer. You're the product being sold to advertisers. As long as that's the model, these platforms will continue to collect more data, integrate more sources, and invade privacy more deeply.

The path forward requires systemic change: stronger privacy laws, better enforcement, different business models for social media that don't depend on surveillance. Until then, TikTok's expansion of data collection is just the beginning of what will likely be years of escalating surveillance.

If you care about privacy, take action now. Review your settings, opt out where possible, and consider whether using TikTok is worth the privacy cost. The data about you is valuable, and companies like TikTok will continue to extract as much of it as they possibly can.

Key Takeaways

• TikTok now collects precise GPS location data from users, representing a major shift from approximate location-only collection
• The platform tracks metadata about AI interactions, revealing sensitive information about user interests, concerns, and knowledge-seeking behavior
• Third-party data integration means TikTok accesses information about your offline purchases, web browsing, and cross-platform activity
• Privacy protection requires actively disabling location services, opting out of ad personalization, and using privacy tools like VPNs
• TikTok's expanded surveillance under US ownership reflects broader surveillance capitalism practices that dominate the social media industry

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