It turns out that TikTok collects confidential and even compromising data about users, even if they have never used the app. Recently, the author noticed that some websites transmit information about cancer diagnoses, fertility issues, and users' mental health to TikTok. This is part of a vast tracking system that goes far beyond the social network. With the introduction of new features, TikTok plans to expand its capabilities for collecting user data.
These changes occurred shortly after the sale of TikTok's American division to a company linked to U.S. President Donald Trump. This deal raised new privacy concerns among human rights experts and users, although TikTok claims it has transparent rules regarding government requests.
The good news is that you can take a few simple steps to protect your personal information from TikTok. According to experts, the problem lies in changes to the TikTok "pixel"—a tool used to track user behavior online. An analysis by Disconnect found that the updated pixel collects data in ways that significantly differ from competitors' methods.
Patrick Jackson, the CTO of Disconnect, notes that this is an extremely invasive process. He states, "When you analyze the actual code of the pixel, you notice things that look really alarming." For example, when the author filled out a form on a website indicating that he had survived cancer, the site sent TikTok his email address along with that information.
Representatives of TikTok assert that users are informed about how their data is processed through the privacy policy and notifications. They also assure that they provide options to control privacy settings.
"TikTok offers users transparent information about its privacy policy and provides numerous tools to personalize their experience," says a company representative. It is important to note that advertising pixels are standard in the industry and are widely used across various media platforms.
However, many users may be unaware that TikTok retains their data even if they have never created an account.
Invisible Tracker
Tracking pixels are not a new phenomenon. Many companies, including Google and Meta, use them to monitor user actions online. These invisible images load in the background of websites and contain data collection technologies. They are ubiquitous and constantly track user activities.
This is roughly how it works: TikTok encourages companies to place pixels on their websites to collect more data. If you have an online store, using a pixel allows TikTok to gather information about your customers for targeted advertising. It also helps TikTok understand whether users purchase items they see in ads, enabling advertisers to assess the effectiveness of their advertising.
While collecting data on customer preferences may seem harmless, many researchers emphasize that pixels can gather very personal information. For example, the author recently visited a support website for cancer patients and, by filling out a form indicating that he is a cancer patient, transmitted his email address to TikTok. A similar situation occurred with fertility data that was sent to TikTok when the author checked test results.
TikTok representatives emphasize that the responsibility for complying with privacy laws lies with the websites. They claim that websites are not allowed to share certain categories of confidential information, including health data, and that TikTok takes measures to notify websites about this.
However, critics point out that the problem is that large tech companies like TikTok are increasingly tracking user actions online. According to DuckDuckGo, TikTok trackers are installed on 5% of the world's leading websites, and this number continues to grow. In comparison, Google has trackers on 72% of sites, while Meta has about 21%.
According to Peter Dolanski, CEO of DuckDuckGo, this is a similar strategy used by Google and Meta, collecting small amounts of data and building vast databases about users' lives.
The collected data can lead to users seeing ads that better match their interests, which may seem appealing. However, such data collection exposes users to risks, Dolanski says. "Algorithms can use this data to manipulate you, whether it's coercing you into purchases or influencing political campaigns." Data from advertisements has been used for various purposes, including civil rights violations and discrimination.
The TikTok Data Empire
The TikTok pixel has been around for several years, but it has recently undergone significant changes. On January 22, 2026, when TikTok's American division was handed over to new owners, users agreed to new data collection terms. These include a new advertising network that TikTok plans to use to display targeted ads on third-party sites.
Previously, the TikTok pixel simply reported direct sales through the app to companies. Now, it allows tracking users who see ads and then make purchases on other resources.
Ariel Garcia from Check My Ads, a digital advertising monitoring company, states that this could lead to an increase in companies purchasing ads on TikTok and expanding the pixel's presence. Thus, TikTok's tracking empire continues to grow. "These tools make the platform more attractive to advertisers, which ultimately leads to the growth of advertising platforms," adds Garcia.
Disconnect's research revealed that the TikTok pixel now collects more data than ever before, automatically intercepting information that websites send to Google. Experts report a high level of intrusiveness in this approach. "They collect data silently, without waiting for the website owner to grant access to that information," says Jackson, meaning that websites may inadvertently send TikTok more data than they intended.
However, TikTok disagrees with this. A company representative claims that TikTok clearly explains what data the pixel collects, and companies can modify their websites if they do not want TikTok to access information sent to Google. (Google did not provide comments.)
TikTok has privacy settings that users can utilize. They can "clear" the data that TikTok collects through pixels using settings in the app. People without accounts can request TikTok to delete any data about them.
However, if you want to prevent data collection, you will need to take additional steps.
How to Protect Yourself
There is both good and bad news. Let's start with the good news.
The best way is to use a more secure web browser. While the switch may seem daunting, bookmarks are easy to import. Try doing this.
About 71% of users prefer Google Chrome, which, according to preliminary research, may leak more information than many other browsers. Experts recommend using DuckDuckGo and Brave browsers, designed to protect data. Firefox and Safari are also considered safer options compared to Chrome, although they are less strict by default regarding privacy.
If switching browsers is too complicated, install an extension that blocks trackers. Disconnect and DuckDuckGo offer such blockers, but there are others like Privacy Badger and Ghostery. Some ad blockers, including AdBlock Plus and uBlock Origin, can also prevent data collection. DuckDuckGo has a table comparing ad blockers. However, do not install extensions that are not recommended by reputable sources—this can be risky.
Now for the bad news. Following these two steps will help block the TikTok pixel and many other privacy violations, but your data issues will not be completely resolved.
There are many other ways that companies exchange data with TikTok, Google, and other advertising agencies. For example, companies can collect data about you and send it directly to tech giants. "It's a black box, and I can't say how often this happens since it all occurs 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 platforms," making it harder to match your online actions.
The real solution lies in improving privacy protection laws, believes Garcia from Check My Ads. "This issue is not limited to one platform. It's a broader question of the advertising technology ecosystem that needs to be addressed through stricter regulation," she adds. "The only thing that will really change the situation is when people start demanding changes from lawmakers and clearly state that privacy matters to them."
