TikTok analyzes the videos and images you upload to identify faces, body features, and other attributes, and uses this information for purposes including personalizing ads and classifying your demographic profile.
This analysis describes what TikTok Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
Collection of face and body feature data from user content may constitute biometric data processing in certain jurisdictions, triggering specific consent and data rights requirements that go beyond standard privacy protections.
Interpretive note: Whether this collection constitutes 'biometric data' triggering GDPR Article 9 or BIPA depends on jurisdiction-specific definitions and how the data is processed; the policy's characterization of some uses as 'non-personally-identifying' does not resolve this question under applicable law.
The updated policy changed the controlling entity from TikTok USDS Joint Venture LLC to TikTok Pte. Ltd., a Singapore-registered company. The U.S.-specific privacy policy language was replaced with terms covering "other regions." Users previously governed under U.S. privacy protections are now subject to different jurisdictional terms.
View change record →Your videos and images may be analyzed to detect and record facial and body attributes, which TikTok uses for demographic classification and ad targeting; in states like Illinois, this type of data may carry specific legal protections under biometric privacy laws.
How other platforms handle this
to request that your data be transferred to a third party (data portability)
Your organization may allow you to access and export your data in order to back it up or transfer it to a service outside of Google.
To stop us collecting your location information, you can update your device settings, stop using the Service, or uninstall our mobile apps.
"We may collect information about the videos, images and audio that are a part of your User Content, such as identifying the objects and scenery that appear, the existence and location within an image of face and body features and attributes, the nature of the audio, and the text of the words spoken in your User Content. We may collect this information to enable special video effects, for content moderation, for demographic classification, for content and ad recommendations, and for other non-personally-identifying operations.Excerpt from TikTok Ads's TikTok Privacy Policy
(1) REGULATORY LANDSCAPE: This provision engages GDPR Article 9 (special categories of personal data, which includes biometric data processed for the purpose of uniquely identifying a natural person), Illinois Biometric Information Privacy Act (BIPA), Texas …
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Search "[your state] attorney general consumer complaint" to find your state's direct complaint form
Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
Get the research letter
Companies change their terms quietly. We read every version and catch what actually changed. One email a week on the changes that matter and what they mean.
Collection of face and body feature data from user content may constitute biometric data processing in certain jurisdictions, triggering specific consent and data rights requirements that go beyond standard privacy protections.
Your videos and images may be analyzed to detect and record facial and body attributes, which TikTok uses for demographic classification and ad targeting; in states like Illinois, this type of data may carry specific legal protections under biometric privacy laws.
ConductAtlas has identified this type of provision across 289 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by TikTok Ads.