TikTok Privacy Policy

TikTok Ads collects extensive data about you—including what you do on other websites, apps, and in stores, as well as face and body feature data from your videos and even content you create but never post—and uses it to build a profile for advertising purposes. This information is shared with advertisers, ad partners, and third-party measurement companies. TikTok Ads also uses your data to train its AI systems and may use your own content in TikTok's promotional campaigns.

This document establishes TikTok Ads' data collection, usage, sharing, and retention practices as they apply to users of the platform. TikTok Ads collects a broad range of user data—including behavioral engagement patterns, inferred demographic attributes, keystroke patterns, biometric-adjacent facial and body feature data extracted from User Content, and off-platform activity sourced from advertiser and measurement partners—and uses that data to perform cross-platform identity matching, deliver and measure advertising, and train machine learning models and algorithms. TikTok Ads shares user-level engagement data with advertisers, advertising partners, publishers, and third-party measurement companies, and may use User Content in its own advertising and marketing campaigns. In Indonesia, data is retained for a minimum of five years or longer where required by law or necessary for legal claims, and UAE users are subject to mandatory DIFC-LCIA arbitration in English.

As an individual user, your data profile on TikTok Ads extends well beyond what you do on TikTok itself: advertisers and measurement partners feed TikTok Ads information about your activity on other websites, apps, and physical stores, which TikTok Ads then connects to your TikTok account using mobile identifiers and hashed contact details. Content you create or import is collected at the moment of creation—even if you never post it—and may include extracted face and body feature data. TikTok Ads infers your interests, gender, and age range from this data, uses it to train its machine learning models, and may repurpose your User Content in its own marketing campaigns. Your behavioral engagement data—including which ads you viewed or clicked—is shared with third-party advertisers and measurement companies. If you are a user in the UAE, any disputes you have with TikTok Ads must be resolved through DIFC-LCIA arbitration in English rather than local courts.