TikTok's tracking pixels harvest data from non-users on third-party websites
TikTok reportedly embedded tracking pixels on major websites to collect personal data from people not using the platform, including health information. The practice expanded after the app's ownership change, and researchers described it as "extremely invasive."
What happened
TikTok embedded tracking pixels on major websites to collect data from people not using the platform. One user reported that clicking a button indicating cancer patient status on a form resulted in their email address and health details being sent to TikTok.
Following TikTok's ownership change to Oracle, Silver Lake, and MGX in 2026, the platform revamped its pixel system to expand data collection beyond ad optimization. Disconnect's investigation found the tracker was 'extremely invasive' and now intercepts information sent to Google by websites.
Reported impact
The tracking system harvested data on disease diagnoses, mental health issues, fertility tests, and purchase activity from non-users across third-party websites. According to privacy firm DuckDuckGo, algorithms could use this data to exploit users.
Index analysis
TikTok claimed its tracking tool is an 'industry standard,' but Disconnect's chief technology officer Patrick Johnson found it harvested data in unusual ways beyond typical ad tracking.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.