TikTok has frequently been criticized for its data collection practices within its app, culminating in a record-setting fine in May of last year.

However, a recent BBC investigation has revealed that the social media platform’s reach extends even further. Astonishingly, even without an account and without downloading the app, individuals can still be tracked by the Chinese company via its advertising pixel across the web.

The Advertising Pixel: At the Heart of the Tracking System

Tracking pixels are not a novel concept, as they have been utilized for years by giants like Google and Meta, along with numerous other advertising networks. Essentially, these are invisible snippets of code embedded on a website, capable of sending information about the site’s visitors to a third-party platform.

The BBC’s investigation points out that TikTok’s pixel gathers more data than some advertisers might expect since its last update in January 2026. According to the cybersecurity firm Disconnect, the tool automatically intercepts information sent to other entities, including Google.

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During tests conducted by the BBC, websites related to cancer support, fertility, and mental health were found to have transmitted data such as email addresses and choices made in forms to TikTok, regardless of whether the visitor has a TikTok account or not.

On its part, TikTok maintains that its pixels adhere to industry standards, and that it is the responsibility of the websites to comply with data protection laws.

Strategic Expansion of the Advertising Ecosystem

This development comes shortly after TikTok revised its data collection policies in the United States and introduced a new advertising network aimed at displaying ads beyond its own platform.

For the social media network, the goal is to enable advertisers to track a user’s journey after they have seen an ad on TikTok, including when they make a purchase on another site.

According to DuckDuckGo, TikTok already has trackers on about 5% of the top global sites, a figure that is significantly lower than Google’s 72%, but which is steadily increasing. Experts interviewed by the BBC believe this trend could enhance TikTok’s visibility into online behaviors.

Options to Limit Data Tracking on TikTok?

In response to these findings, the BBC notes that several solutions are available, particularly through browsers focused on data protection, such as Brave, Firefox, and Safari.

Additionally, tracker blocking extensions and ad blockers can also help reduce exposure to these pixels.

However, these measures do not address all data exchanges that occur on the server side, which are often invisible to users. This implies that the issue extends beyond just TikTok and raises broader questions about the regulation of the digital advertising ecosystem…