TikTok has rolled out a brand new US Privacy Policy, alongside a company restructure that locations American customers below TikTok USDS Joint Venture, a majority USA-owned entity, with Oracle because the anchor data-security companion.
The adjustments convey TikTok’s US information practices into nearer alignment with different massive social platforms, particularly round exact location assortment and off-platform promoting.
However, in comparison with TikTok’s personal earlier US place, the brand new coverage is much less privacy-protective in key areas – most notably exact geolocation and broader advert concentrating on. At the identical time, TikTok’s governance and oversight mechanisms are meaningfully stricter than {industry} friends, on account of political and regulatory commitments.
The Internet and social media had loved a quick wave of criticism for the brand new insurance policies. However, the overview of the insurance policies versus different American-based insurance policies present that the variations are small and, general, the coverage is consistent with different social media websites equivalent to Meta or Snapchat.
Let’s check out the information.
Why the Policy modified
The replace coincides with the formal creation of TikTok USDS Joint Venture LLC to fulfill the 2024 divest-or-ban legislation and keep away from a US shutdown by ByteDance, the Chinese homeowners of the social media service. Under the brand new construction, Oracle hosts US consumer information and performs a outstanding function in algorithm safety and audits. This is a structural answer to long-running national-security issues tied to ByteDance possession. The new phrases and privateness discover set up US jurisdiction, set the contract with the brand new entity, and ship floor adjustments in information makes use of – particularly round location and promoting.
TikTok USA much less personal now, however consistent with social media in USA
TikTok’s 2026 U.S. privateness posture tells a two-part story:
- Governance obtained more durable – and credibly so. US controllers, US internet hosting, and Oracle’s supervision create oversight mechanisms that almost all platforms should not have, not less than not explicitly in coverage.
- Data assortment obtained extra “normal” – which, in right now’s market, means extra expansive than TikTok’s earlier US place in some areas. That is a privateness step-back for US TikTok customers in comparison with 2023–2024, even when it merely catches up with the broader social-media playbook.
For enterprises and regulators, the lesson is obvious: structural safeguards don’t robotically equal stricter data-minimisation. Governance can cut back sure dangers (e.g., geopolitical entry) whereas the business information footprint nonetheless appears to be like very very similar to the remainder of the USA’s social media.
What’s really completely different within the new US Policy
1) Legal entity and governance (stricter)
USA customers now contract with TikTok USDS, not the legacy ByteDance-controlled entity. The coverage references US internet hosting, oversight, and auditing below Oracle’s setting – measures that transcend what most social platforms publicly decide to. This is a cloth governance shift that improves accountability on paper. Here we now have stricter governance than earlier than, pushed by legislation and the possession deal, although this speaks to controls, not essentially minimisation of information assortment.
2) Sensitive information classes (extra clear, not essentially new)
The new coverage explicitly lists the delicate classes it might course of (when customers disclose them), together with sexual orientation, gender id, and citizenship/immigration standing. While the wording alarmed many customers, this specific itemizing is essentially a compliance requirement below state privateness legal guidelines (eg, California Privacy Rights Act (CPRA),) moderately than a wholesale growth of surveillance. The CPRA, in drive since 1 January 2023, amended and expanded the sooner CCPA. It signifies that if an organization does acquire or course of delicate private data, it should achieve this below strict transparency, limitation, and user-control guidelines.
The earlier coverage already allowed inference/processing of such traits from consumer content material; the brand new textual content is just extra direct. Transparency is up; scope appears to be like broader, however the underlying apply is industry-standard.
3) Precise Location (expanded vs. outdated TikTok, aligned with {industry})
Historically, TikTok’s US coverage acknowledged it didn’t acquire exact GPS location from US customers on present app variations. The new coverage permits exact location if customers decide in by way of machine settings, bringing TikTok consistent with Meta, Snap, and X. This is a real privateness regression in comparison with TikTok’s earlier US stance, even whether it is now mainstream. In sum, that is much less protecting than earlier than for customers; however is commonplace apply amongst friends.
4) Advertising and off-platform use (broader)
TikTok now states it should use first-party and third-party data to indicate customised adverts on TikTok and off TikTok – once more aligning with prevailing adtech practices throughout social media. Users retain some controls/opt-outs, however the scope is broader than prior language centered totally on “tailored advertising” contained in the app. This is an expanded business use, in line with the market.
5) Cross-border sharing (clearer, however not eradicated)
Despite US information localisation rhetoric, the coverage indicators restricted sharing with international operations to ship an “interoperable experience,” topic to US legislation. This mirrors how international platforms function and displays the sensible realities of a worldwide service. Bottom line: Business-as-usual for international platforms, now acknowledged extra plainly.
Side-by-Side Snapshot
| Area | TikTok (New US Policy, Jan 2026) | TikTok (Previous US Posture, 2023–2024) | Industry Position (Meta/Google/Snap) |
| Legal entity & governance | US customers contract with TikTok USDS JV LLC; Oracle hosts US information; audits and oversight emphasised. | Contracted with entities finally managed by ByteDance; “Project Texas” commitments not totally embedded in coverage language. | No equal US-only JV; commonplace international controller constructions. |
| Sensitive information classes | Explicitly lists delicate classes (e.g., sexual orientation, gender id, immigration standing) when customers disclose them. | Allowed processing/inference by way of content material however much less prominently disclosed. | Also lists delicate classes to satisfy state legislation necessities; widespread apply. |
| Precise location | Enabled if consumer opts in (machine location companies). | Not collected from US customers on then-current app variations. | Common: Meta, Snap, X acquire exact location with opt-in. (Regression vs. outdated TikTok; aligned with friends.) |
| Advertising/off-platform use | On- and off-platform advert personalisation utilizing first-/third-party information; in-app controls referenced. | Primarily “tailored advertising” inside TikTok. | Common: cross-site advert personalisation commonplace throughout main platforms. |
| Cross-border sharing | Limited sharing to assist an “interoperable experience,” in line with legislation. | Vague references; US storage assurances prominently messaged. | Common: international information flows with regional safeguards. |
Source: MEF
How it stacks up towards Meta and Snapchat
Meta (Facebook/Instagram) and Snapchat already assist exact location assortment on an opt-in foundation and carry out in depth cross-site promoting and measurement utilizing first- and third-party indicators.
Meta’s public notices listing equally broad delicate classes, pushed by CPRA transparency obligations, together with how traits could also be inferred from content material or exercise. Snap likewise discloses location, advert personalisation, and inference makes use of. Against this backdrop, TikTok’s revised coverage is just not an outlier; if something, it displays the adtech centre-of-gravity that has outlined social media for years.
Where TikTok differs is governance: a US-specific entity plus Oracle’s hardening of information internet hosting and algorithm oversight. These are controls that neither Meta nor Snap presently mirror within the US market. Practically, customers get industry-standard information assortment, whereas regulators get unusually prescriptive governance mechanics.