Advertisers and data partners send TikTok information about your activity on other websites, apps, and in physical stores, including what you buy, and TikTok uses this to match you to your account and target you with personalized ads on and off TikTok.
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
This cross-context behavioral advertising practice means your personal data is enriched by third-party sources you may not be aware of, creating a more detailed profile than what TikTok observes from your in-app behavior alone.
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 offline and online shopping behavior, browsing on other websites, and in-store purchases may be shared with TikTok by advertisers and data partners, used to target you with ads across platforms without necessarily requiring your direct knowledge or consent at the point of data collection.
How other platforms handle this
We may share this information with ad networks and other advertising partners for the purpose of cross-context behavioral advertising. We may also share this information with other trusted partners, including those that enable you to access offers or promotions by linking or connecting your Grubhub ...
We may share your personal information with our affiliates, meaning entities that control, are controlled by, or are under common control with Consensys. We also share information with service providers who assist in operating our services, subject to confidentiality obligations.
At Ledger, earning and maintaining our users' trust is a top priority. That's why we are deeply committed not only to protecting your privacy and securing your personal data, but also to being fully transparent about how we handle it.
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"Advertisers, publishers, and measurement and other partners share information with us about you and the actions you have taken outside of the Platform, such as your activities on other websites and apps or in stores, including the products or services you purchased, online or in person. These partners also share information with us, such as mobile identifiers for advertising, device information, hashed email addresses and phone numbers, cookie identifiers, information regarding your interaction with ads and conversion events, and inferences related to preferences and characteristics, which we use to help match you and your actions outside of the Platform with your TikTok account and to personalise the ads you see on and off the Platform.— Excerpt from TikTok Ads's TikTok Privacy Policy
(1) REGULATORY LANDSCAPE: This provision engages CCPA/CPRA definitions of 'sale' and 'sharing' of personal information for cross-context behavioral advertising, GDPR Articles 6 and 13 (lawful basis and transparency for processing data from third-party sources), and the FTC Act Section 5 (unfair or deceptive practices in data brokerage and ad targeting). The California Privacy Protection Agency (CPPA) and the FTC are the primary enforcement authorities. Under CPRA, consumers have the right to opt out of the 'sharing' of personal information for cross-context behavioral advertising, regardless of whether monetary consideration is exchanged. (2) GOVERNANCE EXPOSURE: High. The ingestion of off-platform behavioral data including in-store purchase records, hashed identifiers, and device data from advertiser partners represents a broad data enrichment practice that creates significant CCPA/CPRA exposure. The CPRA's sensitive personal information provisions and opt-out rights for sharing apply. GDPR requires that data subjects be informed about third-party data sources and that a valid legal basis exists for this processing; reliance on legitimate interests for this type of cross-context behavioral profiling has been challenged by EU supervisory authorities. (3) JURISDICTION FLAGS: California (CPRA opt-out of sharing rights, CPPA enforcement), EU/EEA (GDPR Articles 6, 13, and 14 transparency obligations for data obtained from third parties, restrictions on legitimate interests basis for profiling), UK (UK GDPR and ICO guidance on adtech). Vermont, Colorado, Connecticut, and Virginia also have consumer data privacy laws that may apply to cross-context behavioral advertising. Heightened exposure exists where the off-platform data includes sensitive categories such as health or financial information. (4) CONTRACT AND VENDOR IMPLICATIONS: Data sharing agreements with advertiser partners should be reviewed to confirm they include appropriate representations about the provenance and lawful basis for the personal data they transmit to TikTok. Procurement teams should assess whether partner data includes data originally collected from EU/EEA data subjects, which would trigger GDPR requirements regardless of where TikTok processes it. The use of hashed email addresses and mobile identifiers raises re-identification risk questions that may require data protection impact assessments. (5) COMPLIANCE CONSIDERATIONS: Compliance teams should audit whether TikTok's opt-out mechanisms for cross-context behavioral advertising meet CPRA requirements and are accessible to California residents. Privacy notices should disclose third-party data sources as required by GDPR Article 14. Data mapping should capture the inbound data flows from advertiser partners as distinct processing activities with documented legal bases. The TikTok Advertiser Tools integration (referenced in the policy) used by third-party websites should be assessed for e-privacy directive compliance in EU markets.
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This cross-context behavioral advertising practice means your personal data is enriched by third-party sources you may not be aware of, creating a more detailed profile than what TikTok observes from your in-app behavior alone.
Your offline and online shopping behavior, browsing on other websites, and in-store purchases may be shared with TikTok by advertisers and data partners, used to target you with ads across platforms without necessarily requiring your direct knowledge or consent at the point of data collection.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by TikTok Ads.