TikTok is one of the most widely used social media platforms in the world. Like most free digital services, it relies on data to recommend content, keep the platform running, and support advertising. While this is standard practice across social media, growing attention on online tracking has led many users to look more closely at how TikTok collects information—and what they can do to limit it.
Understanding TikTok’s privacy options and how broader web tracking works can help users make informed, practical choices without needing to stop using the app altogether.
What TikTok collects
According to TikTok’s US privacy policy, the platform collects information users provide directly, such as profile details, content interactions, messages, and search history. It also gathers technical data like device type, operating system, IP address, and approximate location. This information is primarily used to personalize content, maintain security, and measure advertising performance.
Like many major platforms, TikTok also participates in advertising systems that involve data shared by websites and apps. This means information about browsing or purchases may be associated with TikTok through third-party tools, even outside the app itself. This type of tracking is not unique to TikTok, but it has become more visible to users in recent reporting.
Built-in privacy controls
TikTok provides a number of privacy controls inside the app, allowing users to manage how their data is used. These options do not eliminate data collection entirely, but they can reduce how information is shared and applied.
Users can adjust ad personalization settings, limit who can interact with their content, and review certain categories of collected data. TikTok also states that users can request access to or deletion of personal data, including information tied to advertising tools.
Practical steps users can take
For users who want clearer, followable actions, these steps can help reduce unnecessary data exposure:
Review TikTok’s privacy settings
Open Settings and Privacy → Privacy and review options related to ads, personalization, and interactions. Disable personalized advertising where available and restrict who can message or duet with you.
Limit location access
iPhone: Go to Settings → Privacy & Security → Location Services → TikTok, then choose Never or While Using the App.
Android: Go to Settings → Apps → TikTok → Permissions, tap Location, and set it to Don’t allow or Allow only while using the app.
Use device-level tracking controls
iPhone: Open Settings → Privacy & Security → Tracking and turn Allow Apps to Request to Track off. This prevents TikTok from tracking activity across other apps and websites.
Android: Go to Settings → Privacy → Ads and turn on Delete advertising ID or Opt out of Ads Personalization, depending on your Android version.
Clear activity history
TikTok allows users to clear watch history, search history, and ad-related data within the app. Doing this periodically limits long-term profiling based on past behavior.
Reduce tracking outside the app
Because much tracking happens on websites, using privacy-focused browsers such as Firefox, Brave, or DuckDuckGo can significantly reduce exposure. Trusted tracker blockers and ad blockers can further limit data sharing across the web.
Review app permissions
Check which permissions TikTok has access to, such as microphone, camera, or contacts. Disable any permissions you do not actively use.
What these tools can’t do
Privacy settings help reduce data collection, but they are not a complete solution. Some data sharing occurs behind the scenes as part of the broader online advertising ecosystem. Many experts argue that meaningful change will ultimately depend on stronger privacy regulations, not only just individual user choices.
Making informed choices
TikTok can be creative, entertaining, and useful, and managing privacy does not require abandoning the platform. By understanding how data is collected and taking a few practical steps, users can reduce unnecessary tracking while continuing to enjoy social media on their own terms.
By understanding how data is collected and taking a few practical steps, users can reduce unnecessary tracking while continuing to enjoy today’s digital environments.
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