TikTok actively collects information about users — this is no secret. However, it is less obvious that the company continues to track you in other corners of the internet, even if you have never installed the app.
Notably, TikTok collects data that can be extremely personal, even if you are not a user. A recent study observed how various websites sent TikTok information about cancer diagnoses, fertility issues, and even mental health conditions. This is just part of an extensive surveillance network that goes far beyond the social platform. A new set of features implemented by TikTok aims to further expand access to your information.
These changes occurred shortly after the American division of TikTok was sold to a group of companies linked to Donald Trump. The deal raised concerns among human rights experts and users, although TikTok assures that it adheres to transparent rules in response to government data requests.
Nevertheless, there are positive aspects to this privacy story. There are simple steps that can be taken in just a few minutes to protect your data from TikTok.
The key issue lies in significant changes to the tracking system known as the TikTok "pixel." The cybersecurity company Disconnect conducted an analysis and found that this tool collects data in much more aggressive ways than its competitors.
“It’s a very invasive process,” comments Disconnect's CTO Patrick Jackson. “When you delve into the pixel code, it becomes clear that it collects data, which is extremely concerning.”
For example, when I indicated that I am an oncology patient, the website sent my email address to TikTok along with that information.
Representatives of TikTok claim that they inform users about data processing methods through their privacy policy and notifications. The company also states that it provides the ability to control privacy settings.
“TikTok offers users clear information about its privacy policy and provides tools for personalizing their experience,” says a company representative. “Advertising pixels are standard practice in the industry and are widely used across various platforms, including the BBC.”
However, many people may not realize that TikTok collects their data even if they are not registered with the app.
Invisible Trackers
Tracking pixels are not a new phenomenon. For years, advertising companies like Google and Meta have used them to analyze user behavior online. These invisible pixels load in the background on websites where data collection technologies are applied and continuously monitor users.
Here’s how it works: TikTok offers companies the ability to install pixels on their websites to collect additional information. For example, if I have an online shoe store and I use a pixel, TikTok can collect data about my customers to show them targeted ads. This also allows TikTok to track whether users make purchases after viewing ads. Thus, I can assess the effectiveness of my advertising and launch new campaigns if necessary. (Like many news organizations, the BBC uses analytics tools and shares data with advertising partners in accordance with our privacy policy. However, the BBC does not use TikTok tracking pixels on its site and does not place advertising pixels on third-party resources.)
When it comes to data from online stores, this information may seem harmless. But I have been writing about data collection on TikTok for several years and am aware that pixels can collect extremely sensitive information.
Recently, I visited a website supporting cancer patients. According to Disconnect, when I indicated on the form that I am a cancer patient or have survived cancer, the site sent my email address to TikTok along with that information. Other organizations dealing with women's health and mental health also sent data to TikTok when I searched for information about fertility tests or crisis counselors. Since websites using pixels send data about every visitor, having a TikTok account does not matter.
A TikTok representative claims that this is not their responsibility. They explain that websites must comply with privacy laws and inform users about their data processing policies. TikTok also claims that it prohibits websites from sharing confidential information, such as health data, and takes action against sites that violate this rule.
However, critics emphasize that the main issue is that large tech companies like TikTok are increasingly tracking users' actions online. According to DuckDuckGo, TikTok trackers are installed on 5% of the world's leading websites, and this number continues to grow, although it is significantly lower than Google (72%) and Meta (21%).
“It’s the same strategy that Google and Meta have used for years,” comments Peter Dolanski, product executive at DuckDuckGo. According to him, they started with small amounts of data and gradually built an empire with vast access to user information.
All this information can lead to more accurate and relevant advertising. However, such detailed records of your personal life would not exist if tech companies were not tracking, which exposes you to various risks, Dolanski argues.
“Algorithms can use this data to manipulate you,” he notes. “This could be coercion to purchase, participation in political campaigns, or price discrimination.” Data from advertising campaigns have been used in various situations that have harmed reputations, ranging from potential civil rights violations to sexual discrimination.
Expanding the TikTok Empire
Although the TikTok pixel has been around for several years, significant changes have recently occurred. Starting January 22, 2026, when the American division of TikTok was handed over to new owners, users must agree to new data collection rules. These rules include a new advertising network through which TikTok will show targeted ads on third-party websites. To ensure the operation of this system, TikTok has updated its pixel.
Previously, the TikTok pixel simply informed companies whether their ads generated sales in the app. Now, it allows tracking users who see ads on TikTok and then make purchases on other sites.
Ariel Garcia, COO of Check My Ads, a digital advertising monitoring organization, notes that this will likely lead to companies more actively advertising on TikTok, and the pixel will be used on more platforms. “These tools make the platform more attractive to advertisers, which ultimately contributes to the growth of advertising opportunities,” Garcia adds.
Disconnect's research showed that the TikTok pixel now collects more information than ever, automatically intercepting data that websites send to Google. Experts report that this raises serious concerns. “They are silently collecting this data without waiting for the website owner to decide to share this information with TikTok,” says Jackson, which could mean that websites may accidentally send TikTok more data than intended.
TikTok disagrees with this. A company representative claims that TikTok clearly explains what data the pixel collects, and companies can configure their websites if they do not want TikTok to receive this data. (Google did not comment on the situation.)
There are also privacy settings in TikTok that users can activate. You can “clear” the data that TikTok collects through pixels using the appropriate feature in the app. Users without an account can also request the deletion of their data.
However, if you want to prevent data collection before it starts, you should take additional steps.
Ways to Protect Yourself
There is both good and bad news. Let’s start with the positive.
The best way is to use a more secure web browser. I understand that the switch may seem daunting, but bookmarks are easy to import. Try to do it.
About 71% of users use Google Chrome, which, according to preliminary research, may leak more information compared to other browsers. Privacy experts often recommend using browsers like DuckDuckGo and Brave, which are built with a focus on data protection. Firefox and Safari are also considered more secure than Chrome, although they are less strict on privacy by default.
If switching browsers seems difficult, try installing a tracker-blocking extension. I reached out to Disconnect and DuckDuckGo, as both companies offer tracker blockers, but there are also other options like Privacy Badger and Ghostery. Some ad blockers, such as AdBlock Plus and uBlock Origin, also protect against data collection. DuckDuckGo has a table comparing the best ad blockers. Note that you should not install extensions that are not recommended by reputable sources — it’s like installing apps, some of which may be risky.
Now for the bad news. Implementing these two steps will block the TikTok pixel and other privacy threats. But don’t think your data problems are solved.
There are many other ways companies share data with TikTok, Google, Meta, and other advertising firms. For example, companies can collect data about you and send it directly to tech giants from their servers. “It’s a black box, and I can’t say how often it’s used because it all happens behind the scenes,” comments Dolanski. “Protecting against this is much more difficult. Your only truly reliable way to protect yourself is not to use the same personal information across different platforms to complicate the matching of your online actions.”
According to Ariel Garcia from Check My Ads, the real solution lies in improving privacy protection laws. “This issue is not limited to one platform. It’s a broader issue of the advertising ecosystem that needs to be addressed through stricter regulation,” she adds. “The only thing that will really change the situation is when people speak out to lawmakers and make it clear that privacy is important to them.”
Full translation of the BBC article: "TikTok is tracking you, even if you don't use the app. Here's how to stop it."
