TikTok has revised its terms of service and privacy policies for American users, granting the platform broader permissions for targeted advertising and location tracking. The changes follow ByteDance’s recent restructuring of TikTok’s U.S. operations to avoid a potential ban, but raise new questions about data privacy and how user information is utilized both within and outside the app.
Enhanced Location Tracking
The updated privacy policy clarifies that TikTok can now collect both approximate and precise location data from users who grant the app permission. Previously, some versions of the app did not collect precise location information by default, though users who enabled the feature could be tracked. The new policy removes this ambiguity, giving TikTok wider latitude in monitoring user movements.
While users can disable location services through their device settings, the change signifies a more aggressive approach to data collection. This practice is increasingly common across social media platforms, according to Caitriona Fitzgerald, a policy director at the Electronic Privacy Information Center.
Expanded Advertising Reach
TikTok’s advertising terms have also been broadened. The app now explicitly states it will use user data – collected both directly from TikTok and from third parties – to display “customized ads and other sponsored content” not just within the platform, but also across the web.
The previous policy mentioned tailored advertising and personalized features, but the new language is more expansive. This means users’ activity on TikTok can inform the ads they see on other websites and apps, creating a more unified advertising ecosystem. Fitzgerald notes that companies often collect data in unexpected ways for advertising purposes, including tracking user searches for sensitive topics like medical symptoms.
Introduction of Generative A.I. Rules
For the first time, TikTok’s terms include a section dedicated to generative artificial intelligence (A.I.). The rules prohibit users from misrepresenting A.I.-generated content as authentic by removing watermarks or metadata that identifies it as fake. This move reflects the growing prevalence of A.I.-created content and the need to regulate its use on the platform.
Broader Data Sharing
The updated policy also states that the new U.S. TikTok entity will share data with TikTok’s global operations to maintain an “interoperable experience,” while adhering to applicable laws. This suggests a continued connection between the U.S. and international branches, despite the restructuring efforts.
The implications of these changes are significant. Users now face more extensive data tracking, broader advertising reach, and evolving rules around A.I. content. While TikTok offers users options to adjust their privacy settings, the updated terms demonstrate a clear shift towards more aggressive data collection practices as the platform navigates regulatory pressures and seeks to expand its advertising capabilities.
