TikTok Rolls Out New Privacy Features and Ad Controls

July 04, 2024 at 9:49:27 AM

TL;DR TikTok has announced updates to enhance user privacy and advertising transparency, effective June 30th. For U.S. teens, personalized ad targeting will be restricted to broad options like location and device information. Users can fine-tune ad preferences, disconnect specific advertisers, and clear off-TikTok activity data. Advertisers will have an AI-generated content disclosure tool and improved data sharing troubleshooting resources.

TikTok Rolls Out New Privacy Features and Ad Controls

TikTok has announced a series of updates aimed at enhancing user privacy and advertising transparency. The changes, which took effect from June 30th, impact both users and advertisers on the platform.

Key updates for users include:

  1. Restricted ad targeting for U.S. teens: Advertisers will no longer be able to use personalized targeting for users aged 13-17 in the United States. Only broad targeting options like location, language, and device information will be available.

  2. Enhanced ad personalization controls: Users can now fine-tune their ad preferences, choosing to see more or fewer ads in specific categories.

  3. "Disconnect Advertisers" feature: This allows users to prevent specific advertisers from using their off-TikTok data for personalized ads.

  4. "Clear My Activity" option: Users can disconnect off-TikTok activity data shared by advertising partners from their account.

For advertisers, TikTok has introduced:

  1. AI-generated content (AIGC) disclosure tool: Advertisers can now self-declare AI-generated ads, which will be labeled as such for users.

  2. Improved data sharing troubleshooting: New resources to help advertisers ensure correct data sharing setup.

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