Social media platforms collect data from their users for a variety of reasons. This data impacts what ads and organic content users are shown and how social media marketers can target users. Although it is necessary, if it’s not done correctly then you’re facing an ethical issue. Transparency is key, which is why platforms have privacy policies that explain exactly what data is collected and why.

TikTok’s Privacy Policy

I reviewed TikTok’s privacy policy to get a better understanding of the data they’re collecting. The data includes account and profile information, any user-generated content done on the platform, and messages within the platform. TikTok will also collect information from your device’s clipboard if you choose to add that information to the platform. Payment information is collected when required for purchases. Phone and social network contacts are collected with your permission if you choose to connect with users on the platform that match the information from your contacts. TikTok also collects choices you make in the platform and communications preferences. They collect information needed to verify accounts such as identity and age, correspondence sent to TikTok such as when you contact support, and any information given during surveys and contests. There is also automatically collected data that includes usage and device information. 

The data that TikTok collects is used to enhance the user experience on the platform. TikTok explains that it’s meant for platform functionality, organic and paid custom content for users, and enforcing their Terms of Service. There are choices users can make regarding the information that is collected. You can disable cookies, opt out of targeted advertising, and you can access and update personal information in your account. 

TikTok Data Collection Controversy

It’s no secret that TikTok’s data collection has been a big concern for the US government and there has been a push to ban the app. Jillian Wilson’s article, “Should You Even Care If TikTok Has Your Data? Here’s What Cybersecurity Pros Say” explains that a major concern for the government is the influence of the app rather than the data collected. There is a lot of misinformation surrounding politics and health that is spread on TikTok which can be dangerous. However, as Wilson points out, this is no different than the misinformation that is spread by Meta, which is also collecting data. The owner of Meta, Mark Zuckerberg, has even recently stated that his platforms will no longer be fact-checking, which will increase the amount of misinformation on Meta platforms. Why is the government so concerned about TikTok but not Meta? I think it’s clear that the only difference is TikTok is owned by ByteDance, a Chinese company. If Mark Zuckerberg owned TikTok, I don’t think this would be a conversation.

GDPR and CCPA

Sprout Social’s article “GDPR and social media: What marketers need to know” explains that GDPR simply means “businesses can’t collect or process the data of consumers without consent.” Similarly, the CCPA is specific to anyone who does business in California, regardless of their location. California residents have the right to know about and delete personal information, as well as opt out of the sharing of their data. There has been some concern about TikTok not being compliant with both GDPR and CCPA. Although users can opt out of some data collection, not everything done on TikTok has the option to opt out of it. TikTok’s algorithm is heavily based on data collection, which is what gives us the FYP or “for you page.” I think if TikTok wants to improve, it should allow users to opt out of some of the data collection that gives them highly personalized content. Users could decide to have a less targeted FYP with less data collected. They could still enjoy TikTok but could focus more on the creators they choose to follow themselves rather than the ones that the algorithm shows them.