Despite TikTok collecting data on its users, it is important to note that the company also gains access to sensitive information about those who are not even users. Last week, I noticed various websites sending TikTok information about diagnoses, fertility issues, and even mental disorders. This is part of an extensive tracking system that goes far beyond the social network. New features being implemented by TikTok allow it to collect even more information about users.
These changes occurred shortly after the American division of TikTok was placed under the control of a group of companies associated with former U.S. President Donald Trump. The deal raised privacy concerns among several experts and human rights advocates, although TikTok claims it adheres to transparent rules regarding government data requests.
Nevertheless, there is a silver lining in this privacy story. Taking a few simple steps can help you protect your data from TikTok in just a few minutes.
The issue lies in the changes regarding the TikTok "pixel"—a tool the company uses to track user behavior online. I reached out to the cybersecurity company Disconnect for an analysis of these changes. The results showed that the updated TikTok pixel collects information in more invasive ways than its competitors.
“This is an extremely invasive process,” claims Disconnect's CTO Patrick Jackson. “When analyzing the actual pixel code, it is clear that it collects data that raises serious concerns.”
When I filled out a form on a website indicating that I am a cancer patient, that website sent my email address to TikTok along with that information.
Representatives from TikTok assure that users are informed about data processing methods through their privacy policy and notices. Additionally, the company offers users the ability to control their privacy settings.
“TikTok provides transparent information about its privacy policy and a variety of tools to customize the user experience,” a company representative stated. “Advertising pixels are an industry standard widely used on social and media platforms, including the BBC.”
However, many people may not be aware that TikTok stores their data even if they have never installed the app.
Invisible Tracker
Tracking pixels are not a new concept. For many years, advertising network companies like Google and Meta have used them to monitor user actions. These invisible one-pixel images are loaded in the background on websites and collect data about users. They are everywhere and constantly watching you.
Here's how it works. TikTok encourages companies to install pixels on their websites to collect more data. For example, if I have an online shoe store and I use a pixel, it allows TikTok to gather information about my customers to show targeted ads. It also enables TikTok to track whether people buy shoes after viewing an ad. This way, I can understand how effective my advertising is and possibly pay for new ads. (Like most news organizations, the BBC uses analytical tools and shares data with advertising partners in accordance with our privacy policy. The BBC does not use TikTok tracking pixels on its website and does not place advertising pixels on third-party resources.)
When it comes to data from a shoe store, the information may seem harmless. However, as I have written about data collection in TikTok over the years, pixels can gather very personal information.
Last week, I visited a support website for cancer patients. According to Disconnect, when I indicated on the form that I am a cancer patient, the site sent my email address to TikTok. Another organization focused on women's health sent fertility test data when I viewed them. A mental health organization transmitted data to TikTok when I searched for a counselor. Websites using pixels send information about every visitor, meaning that having a TikTok account does not matter.
A TikTok representative claims that this is not their responsibility. They emphasize that websites are required to comply with privacy laws and inform users about their data processing policies. TikTok also states that websites are not allowed to share certain sensitive information, such as health data. The company is also taking active steps to notify sites that violate this norm.
However, if you are concerned about specific websites, you are missing the bigger picture. Critics argue that large tech companies like TikTok are increasingly tracking all your online actions. According to DuckDuckGo, a privacy-focused company, TikTok trackers are present on 5% of popular websites. This number continues to grow, although it cannot compare to Google, whose trackers are installed on 72% of all leading websites, and Meta, which has a rate of about 21%.
“This is exactly the same strategy that Google and Meta have used for years,” says Peter Dolanski, product executive at DuckDuckGo. He notes that these companies started with small amounts of data and gradually turned into giants with vast information about your everyday life.
All this data can lead to you seeing ads that more accurately match your interests, which may seem positive. However, such detailed records of your life would not exist if tech companies were not tracking you, which creates numerous risks, as Dolanski points out.
“Algorithms can use this data to manipulate you,” he warns. “This can manifest in coercion to purchase, in political campaigns, or even in price discrimination.” Data from advertisements has been used for various purposes, sometimes causing reputational harm, from alleged civil rights violations to sexual discrimination.
The TikTok Data Empire
The TikTok pixel has been around for several years, but significant changes have recently occurred. On January 22, 2026, when the American division of TikTok was handed over to other hands, users had to agree to new data collection rules. This involves creating a new advertising network through which TikTok will show targeted ads on other users' sites. To ensure this system works, TikTok updated its pixel.
Previously, the TikTok pixel was used to determine whether ads were generating sales directly in the app. Now, it will help companies track users who see ads and then make purchases on other resources.
Ariel Garcia, COO of Check My Ads, an organization that monitors digital advertising, believes this will likely lead to more companies starting to advertise on TikTok, and the pixel will be used in more places. “These tools make the platform more attractive to advertisers, ultimately contributing to the growth of advertising platforms,” 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 noted that this process is extraordinarily intrusive. “Data is collected invisibly, without waiting for the website owner to explicitly share this information with TikTok,” says Jackson, adding that this could lead to websites accidentally sending more data to TikTok than they intended.
However, TikTok disagrees. A company representative stated that TikTok clearly explains what data the pixel collects, and companies can configure their websites so that TikTok does not receive information sent to Google. (Google did not comment on the situation.)
TikTok also has privacy settings that can be used. Users can “clear” data collected via pixels using a setting in the app. People without accounts can request TikTok to delete any data about them.
But if you want to prevent data collection before it starts, you will need to take additional steps.
How to Protect Yourself
There is both good news and bad news. Let's start with the positives.
The best option is to use a more secure web browser. I understand that the switch may seem daunting, but bookmarks are easy to import. Give it a try.
About 71% of users choose Google Chrome, which, according to preliminary research, allows for more information leaks than many alternatives. Privacy experts often recommend DuckDuckGo and Brave browsers, specifically designed to protect data. Firefox and Safari are considered safer compared to Chrome, although they are less strict about privacy by default.
If switching browsers seems difficult, you can install an extension to block trackers. I reached out to Disconnect and DuckDuckGo for help in writing this article, as both companies offer tracker blockers, but there are other options, including Privacy Badger and Ghostery. Some ad blockers, such as AdBlock Plus and uBlock Origin, can also help protect your data. DuckDuckGo has a chart comparing the best ad blockers. However, do not install browser extensions that are not recommended by reputable sources—it can be risky.
Now for the bad news. Implementing these two measures will block the TikTok pixel and many other privacy violations. But don’t think your data problems are solved.
There are many other ways companies pass data to TikTok, Google, and other advertising companies. For example, companies can collect information about you and send it directly to tech giants from their servers. “It’s a black box, and I can’t say how often this happens, as it all happens behind the scenes,” says Dolanski. “Protecting against this is much more complicated. Your only real defense 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 is improving privacy protection laws, argues Garcia from Check My Ads. “This situation is not limited to one platform. It’s a broader issue of the advertising technology ecosystem that needs to be addressed through stricter regulation,” she concludes. “The only thing that will truly change the situation is when people start reaching out to lawmakers and clearly stating their privacy protection needs.”
