TikTok updates terms of service as U.S. ownership shift sparks renewed privacy concerns

New TikTok policies clarify sensitive data, precise location tracking, advertising practices, and generative AI rules

TikTok has updated its Terms of Service and Privacy Policy for U.S.-based users, prompting renewed scrutiny over how the platform handles personal data. The changes appeared in-app on January 23, requiring users to agree in order to continue using the service, according to Mashable.

The update follows a shift in TikTok’s ownership structure, resulting in the creation of a U.S.-based entity with majority American ownership after prolonged negotiations involving the U.S. government. As part of this transition, the revised policies aim to comply with national security requirements and state-level privacy laws, including the California Consumer Privacy Act (CCPA) and Washington’s My Health My Data Act.

Concerns circulated online after users identified language referencing the collection of sensitive personal information, such as immigration status, religious beliefs, gender identity, race, and medical data. Others pointed to newly explicit references to precise geolocation tracking. However, TikTok’s updated Privacy Policy largely reflects practices that were already disclosed in previous versions, including the ability to collect sensitive data when users voluntarily provide it through content, surveys, or interactions on the platform.

One notable clarification in the revised policy is the acknowledgment that TikTok may collect precise location data depending on user settings. The company also reiterates that sensitive personal information is processed in accordance with applicable laws and for permitted purposes under regulations such as the CCPA.

The policy continues to allow TikTok to analyze user-generated content, including unpublished material created during drafting or editing stages. This practice now explicitly extends to content involving generative artificial intelligence, aligning with TikTok’s existing AI labeling rules and Community Guidelines.

In addition, TikTok has broadened its advertising language to permit more customized ads from third-party partners, potentially including advertising that appears outside the app. This represents an expansion from previous policies that focused primarily on in-app personalized advertising.

TikTok also introduced a new section governing generative AI content, prohibiting misleading or unlabeled AI material and restricting interference with the platform’s AI tools.

Despite reassurances that the scope of data collection has not substantially expanded, some users have expressed discomfort with the changes, citing concerns about surveillance, content moderation, and increased U.S. government influence over the platform.