TikTok actively tracks users within its app, but it is less obvious that the company collects data on those who do not even use the platform.
Interestingly, TikTok can obtain confidential information about you even if you are not registered with the app. Last week, the article's author noticed how various websites were transmitting TikTok data about medical conditions, such as cancer diagnoses or mental health issues. This is part of a broader tracking system that goes beyond the social network. Now TikTok, with new features, is ready to expand its capabilities to gather information about you.
These changes occurred shortly after the sale of TikTok's American division to a company associated with Donald Trump, raising concerns among some human rights experts and users, despite TikTok's claims of transparency regarding data processing in response to government requests.
However, there are several steps that can be taken to protect your personal information from TikTok. Unfortunately, with the update of TikTok's "pixel" feature, which tracks user behavior online, the situation becomes more complicated. Experts from the cybersecurity company Disconnect conducted an analysis and found that this tool collects data in unusual ways that differ from other companies.
“This is an extremely invasive approach,” noted Disconnect's CTO Patrick Jackson. “When analyzing the pixel code, it becomes clear that the process looks really bad.”
When the article's author indicated that she was a cancer patient, the website transmitted her email address to TikTok along with this information.
Representatives from TikTok claim that users are informed about their data processing methods through privacy policies and notifications. The company also offers users tools to manage their privacy settings.
“TikTok provides transparent information about its policies and the ability to customize the user experience,” said a company representative. “Advertising pixels are an industry standard and are widely used across various platforms, including the BBC.”
Nevertheless, many are unaware that TikTok can store their data even without registering on the app.
Invisible Trackers
Tracking pixels have been known for many years. Advertising companies like Google and Meta use them to monitor user actions online. These invisible pixels are loaded in the background on websites with data collection features, and they operate continuously.
This is how the system works. TikTok incentivizes companies to implement pixels on their websites to gather more information. For example, if you have an online shoe store and use a pixel, TikTok will be able to collect data about your customers to show targeted ads. This also helps the company understand whether people purchase items after viewing ads.
While data about a shoe store may seem harmless, the experience with TikTok shows that pixels can collect very personal information. Last week, the article's author visited a cancer support website, and by clicking a button indicating her status, the site transmitted her email address to TikTok. Similarly, other health-related websites also share data with TikTok when users submit their information.
A TikTok representative emphasizes that the responsibility for maintaining privacy lies with the websites, and they are required to inform users about their policies. TikTok states that websites are not allowed to share confidential information, including medical data, and strives to notify them of such violations.
However, critics argue that the problem lies in the fact that large tech companies like TikTok are increasingly tracking user actions online. According to DuckDuckGo, TikTok trackers are installed on 5% of the most popular websites worldwide, and this number is growing, although it is still significantly lower compared to Google (72%) and Meta (21%).
“This is exactly the same strategy as Google and Meta,” says Peter Dolanski, CEO of DuckDuckGo. According to him, companies start with small amounts of data and gradually build vast databases of user information.
This data can lead to more accurate advertising, which may be appealing, but such detailing of personal life has become possible due to tracking by tech companies, which carries certain risks, Dolanski notes.
“Algorithms can use this data to manipulate users,” he emphasizes. “This can lead to coercion to make purchases, political campaigns, or price discrimination.” Data from advertising has been used in various contexts, leading to human rights violations and discrimination.
The TikTok Data Empire
The TikTok pixel has been around for several years, but significant changes have recently occurred. After January 22, 2026, when TikTok's American division transitioned to a new owner, users had to agree to new data collection terms. This includes a new advertising network that will allow TikTok to show targeted ads on other websites.
Previously, the TikTok pixel simply informed companies about sales occurring within the app, but now it also tracks users who see ads outside TikTok and make purchases on other platforms.
According to Ariel Garcia, COO of Check My Ads, this may lead to more companies starting to advertise on TikTok, increasing the number of places where the pixel will be visible. “These tools make the platform more attractive to advertisers, which ultimately leads to an increase in advertising opportunities,” says Garcia.
Disconnect's research has shown that the TikTok pixel now collects more data than ever, automatically intercepting information that websites send to Google. Experts noted that this is extraordinarily intrusive. “They are collecting data invisibly, without waiting for the website owner to explicitly share this information,” says Jackson, emphasizing that this can lead to the unintended transmission of more data than intended.
TikTok disagrees. A company representative noted that TikTok clearly states what data the pixel collects, and companies can modify their websites if they do not want TikTok to receive data from them. (Google did not comment on the situation.)
Additionally, TikTok offers some privacy settings, allowing users to clear data collected through pixels. People without accounts can request the deletion of any data about them.
However, if you want to prevent data collection, you need to take additional steps.
How to Protect Yourself
There is both good and bad news. Let's start with the good.
The best way is to use a more private web browser. Although the switch may seem complicated, importing bookmarks is quite simple. Give it a try.
According to data, about 71% of users choose Google Chrome, which, according to preliminary studies, may leak more information than many other browsers. Privacy experts often recommend using DuckDuckGo and Brave, which are specifically designed to protect data. Firefox and Safari are also considered more preferable than Chrome, although they are less strict on privacy by default.
If switching browsers doesn't suit you, install an extension to block trackers. I consulted with Disconnect and DuckDuckGo for this article, as both companies offer tracker blockers, but there are also other options, such as Privacy Badger and Ghostery. Some ad blockers also prevent data collection, including AdBlock Plus and uBlock Origin. DuckDuckGo provides a table of the best ad blockers. But do not install extensions that are not verified by reputable sources — it's like installing any apps, and some of them may be unsafe.
Now for the bad news. Taking these steps will help block the TikTok pixel and other privacy violations, but it won't solve all data issues.
There are many other ways that companies share data with TikTok, Google, Meta, and other ad networks. For example, some companies collect user data and send it directly to tech giants from their servers. “It's a black box, and I can't say how often this happens because everything that occurs remains behind the scenes,” explains Dolanski. “Protecting against this is much more challenging. The only real way to safeguard yourself is not to use the same personal information across different platforms 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 issue is not limited to one platform. It is a broader issue of the advertising technology ecosystem that requires stricter regulation,” she says. “Real change is only possible when people convey their demands to lawmakers and clearly state 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.”
