TikTok uses information about your activity, the accounts you follow, your device, and your settings to personalize your feed and the ads you see both on and off the TikTok platform. You can adjust some of these settings to control how your information is used for ad targeting.
This analysis describes what TikTok'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
The agreement states that TikTok customizes ads users see on and off the platform based on activity, interests, device settings, and engagement data, and that some controls are available through platform settings, though the scope of off-platform ad customization depends on settings the user may not be aware of.
This provision authorizes TikTok to use your activity on the platform, who you follow, your device settings, and your interests to personalize advertising shown on and off TikTok, with some user controls available in platform settings.
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We may display advertisements on our Services and those advertisements may be targeted to your interests based on your personal information. We may share your personal information with advertising partners for interest-based advertising purposes. You may opt out of interest-based advertising by visi...
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"To make the Platform more relevant and enjoyable for you, we customize parts of your experience on the Platform to show you creators and content we think you will be interested in, including ads and other content sponsored by or in collaboration with our creators and our partners. We customize what you see on the Platform based on, for example, the users you follow and engage with, your interests and activity on the Platform, popularity of videos, diversity among content, your device and account settings, and language preference. We may also customize your experience, including the ads you see on and off the Platform. Based on the settings we offer, you may control how your information is used to inform the ads we show you.— Excerpt from TikTok's TikTok Terms of Service
REGULATORY LANDSCAPE: Behavioral advertising practices including off-platform ad targeting engage the CCPA's right to opt out of the sale or sharing of personal information for cross-context behavioral advertising, the FTC Act's guidance on digital advertising disclosures, and applicable state consumer privacy laws. The FTC's Endorsement Guides may also be relevant to the disclosure of sponsored and collaborative content referenced in this provision. GOVERNANCE EXPOSURE: Medium. The authorization to customize ads shown off the platform, while disclosed, may engage additional cross-context behavioral advertising obligations under the CCPA and similar state laws, particularly regarding the adequacy of the opt-out mechanism referenced in the provision. JURISDICTION FLAGS: California residents have specific opt-out rights under the CCPA regarding the use of personal information for cross-context behavioral advertising. Colorado, Connecticut, Virginia, and other states with comprehensive consumer privacy laws have similar opt-out rights that may apply to TikTok's off-platform ad targeting practices. CONTRACT AND VENDOR IMPLICATIONS: Advertisers and brand partners using TikTok's advertising platform should note that the platform's audience targeting capabilities are disclosed as drawing on user activity and engagement data. The reference to BD TikTok USA LLC and affiliates as service providers involved in advertising and commercial services means ad-related data flows may involve additional entities. COMPLIANCE CONSIDERATIONS: Compliance teams should evaluate whether TikTok's platform settings for ad personalization controls constitute a CCPA-compliant opt-out mechanism for cross-context behavioral advertising. Data mapping should account for the off-platform ad targeting capability, which implies data flows to or from advertising partners and networks outside the TikTok platform itself.
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The agreement states that TikTok customizes ads users see on and off the platform based on activity, interests, device settings, and engagement data, and that some controls are available through platform settings, though the scope of off-platform ad customization depends on settings the user may not be aware of.
This provision authorizes TikTok to use your activity on the platform, who you follow, your device settings, and your interests to personalize advertising shown on and off TikTok, with some user controls available in platform settings.
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