TikTok continues to expand its data collection empire, and even opting out of the app won't protect you, but as Thomas Germain emphasizes, this can be fixed with simple steps.
Tracking user actions within the TikTok app is just the beginning. Less obvious is that the company gathers data about you even from other places on the web that are unrelated to the platform.
TikTok collects sensitive information about you, even if you have never used it. Last week, I noticed how various websites send TikTok information about disease diagnoses, fertility issues, and even mental health. This is part of an extensive surveillance system that goes far beyond the social network. With a new set of features, TikTok is ready to collect even more data about your life.
These changes occurred just weeks after the sale of TikTok's American division to a group associated with former U.S. President Donald Trump. The deal raised new privacy concerns among some human rights experts and users, although TikTok claims to have transparent rules for responding to government data requests.
Nevertheless, there is a silver lining in this privacy story. Simple actions that can be taken in minutes will help protect your information from TikTok.
The situation is exacerbated by changes to the TikTok "pixel"—a tool used to track your behavior online. I reached out to the cybersecurity company Disconnect for an analysis of this tool. They found that the updated TikTok pixel collects data in ways that significantly differ from its competitors.
“This is an extremely invasive process,” claims Patrick Jackson, CTO of Disconnect. “With such a scale of data sharing, it becomes clear that there are things that look quite alarming.”
When I filled out a form indicating that I am a cancer patient, the website sent my email address to TikTok along with that information.
TikTok claims that users are informed about how their data is processed through its privacy policy and sometimes through notifications. The company also states that it provides users with the ability to control their privacy settings.
“TikTok provides users with transparent information about its privacy policy and offers a variety of tools to personalize their experience,” says a TikTok representative. “Advertising pixels are standard in the industry and are actively used on social platforms, including the BBC.”
However, many people may not realize that TikTok collects their data even if they have never used the app.
Invisible Trackers
Tracking pixels are not new. For years, companies managing advertising networks, including Google and Meta, have used them to monitor user actions online. These are invisible pixel-sized images that load in the background on web pages equipped with data collection technologies. They are everywhere and constantly track your actions.
The principle is simple: TikTok encourages companies to install pixels on their websites to collect data. For example, if I have an online shoe store and I use a pixel, TikTok can gather a wealth of data about my customers to show them targeted ads. Additionally, it helps TikTok track whether users make purchases after viewing ads. This way, I can understand whether my advertising is effective and possibly order more. (Like many news organizations, the BBC uses analytics tools and shares data with advertising partners as part of its privacy policy. The BBC does not use TikTok pixels and does not place advertising pixels on third-party sites.)
When it comes to data from an online store, this information may seem harmless. However, as I wrote earlier about TikTok's data collection, pixels can obtain extremely personal information.
Last week, I visited a website for a cancer support group. According to Disconnect, when I indicated in the form that I am a cancer patient, the site sent my email address and that data to TikTok. Furthermore, a women's health company sent information to TikTok when I checked my fertility test results. A mental health organization sent a request to TikTok when I indicated that I was looking for a crisis counselor. Websites using pixels transmit data about all visitors, so it doesn't matter if you have a TikTok account.
A TikTok representative claims that this is the responsibility of the websites. He noted that websites are required to comply with privacy laws and inform users about their data processing policies. TikTok states that websites are prohibited from sharing sensitive information, such as health data, and that the company takes measures to notify websites about unacceptable data sharing.
However, if you are concerned about a specific website, that is not the crux of the issue. Critics argue that the main problem is that large tech companies like TikTok are increasingly tracking every action you take online. According to DuckDuckGo, TikTok trackers are installed on 5% of the world's leading websites. This number is steadily growing, although it is significantly lower than Google's, whose trackers are installed on 72% of popular sites, and Meta, which has about 21%.
“The same strategy that Google and Meta have used for years,” says Peter Dolanski, product executive at DuckDuckGo. He states that companies started with small amounts of data and eventually built an empire with vast access to your personal life.
This data can lead to you seeing ads that are more aligned with your interests, which can be pleasant. But such detailed records of your life would not exist without surveillance by tech companies, exposing you to various risks, Dolanski claims.
“Algorithms can use this data to manipulate you,” he adds. “This can be coercion to purchase, political campaigns, or price discrimination.” Data from advertisements has been used for a variety of purposes, including alleged civil rights violations and sexual discrimination.
TikTok's Data Empire
Although the TikTok pixel has been around for several years, its functionality has recently changed. As of January 22, 2026, when TikTok's American division transitioned to new owners, users had to agree to new data collection rules. This includes a new advertising network that will allow TikTok to show targeted ads on third-party websites. To support this system, TikTok updated the pixel.
Previously, the TikTok pixel simply reported whether ads led to sales in the app. Now it also allows companies to track users who see ads on TikTok and then make purchases on other resources.
According to Ariel Garcia, COO of Check My Ads, an organization researching digital advertising, this is likely to lead to more companies starting to advertise on TikTok, and the pixel will be used in more places. This means that TikTok's tracking empire is ready for expansion. “These tools make the platform more attractive to advertisers, which ultimately contributes to the growth of advertising platforms,” says Garcia.
Disconnect's research showed that the TikTok pixel now collects more data than ever, automatically intercepting information that websites send to Google. Experts told the BBC that this is extremely intrusive. “They collect data invisibly, without waiting for the website owner's consent,” says Jackson, “which can lead to websites sending TikTok more data than they intended to.
TikTok disagrees with this viewpoint. A company representative stated that TikTok clearly explains what data the pixel collects and that companies can change their websites if they do not want TikTok to see what they send to Google. (Google has yet to comment on this situation.)
Additionally, TikTok offers some privacy settings. Users can “clear” the data collected by the pixel using settings in the app. People without accounts can request TikTok to delete all their data.
But if you want to prevent data collection, you will need to take additional steps.
How to Protect Yourself
There is good news and bad news. Let's start with the good.
The best way is to use a more private web browser. I understand that the transition may seem daunting, but importing bookmarks is very simple. Give it a try.
About 71% of users prefer Google Chrome, which, according to preliminary studies, may leak more information than many competitors. Data security experts recommend using DuckDuckGo and Brave browsers, designed to protect privacy. Firefox and Safari are also considered safer options compared to Chrome, although they are less strict about privacy by default.
If switching to a new browser seems too complicated, you can install an extension that blocks trackers. I reached out to Disconnect and DuckDuckGo for help with this article, as both companies offer such blockers, but there are other options like Privacy Badger and Ghostery. Some ad blockers, such as AdBlock Plus and uBlock Origin, can also block data collection. DuckDuckGo has a chart comparing the best ad blockers. Do not install extensions not recommended by reputable sources—it can be risky.
Now for the bad news. Taking these steps will help block the TikTok pixel and many other privacy violations. But don’t think that your data problem is solved.
There are many other methods by which companies share data with TikTok, Google, Meta, and other advertising platforms. For example, companies can collect data about you and send it directly to tech giants from their servers. “This is a black box; I can't say how often this happens, as it all occurs behind the scenes,” says Dolanski. “Protecting against this is much more difficult. Your only real protection is not to use the same personal information across different services to make it harder to match your online actions.”
The real solution to the problem lies in improving privacy protection laws, claims Garcia from Check My Ads. “This issue is not limited to one platform. It is a broader issue of the advertising technology ecosystem that needs to be addressed through stricter regulation,” she adds. “The only thing that will really change the situation is when citizens tell their lawmakers that privacy is important to them.”
