If you have a TikTok account and do not want to get targeted advertising pushes, after the implementation of the new policy on April 15th, you will soon lose the option to opt-out. Vox reported that the company’s personalized advertising policy is changing. Although the current personalized advertising recommendations based on users’ “interests” can be opted out, it will be difficult for international markets to protect this right in the future except for the European General Data Protection Regulation.
As shown in the figure, although users can still choose to opt-out of “third-party partner-based” advertising, TikTok itself will no longer give users the right to opt-out of personalized advertising recommendations.
However, in European markets where the “General Data Protection Regulation” (GDPR) is enabled, companies still need to obtain user consent when doing so.
In an interview with Recode, TikTok stated that its goal is to help companies reach their brand new groups in a creative and meaningful way, while also respecting the privacy of their own users.
As the advertising platform matures, TikTok will continue to maintain a transparent contact with users and learn about its choices for personalized advertising on the platform.
It is reported that TikTok has been steadily increasing the weight of its own advertising business. A recent Reuters report pointed out that advertisers’ interest and spending on the platform has surged. If advertisers invest more in targeted advertisers, TikTok is even more reluctant to let users opt-out of personalized advertising recommendations.
Unfortunately, from the current widely adopted business model, TikTok’s new policy is almost the same as that of social media competitors. For example, on Snapchat, Facebook, and Twitter, although users can choose to exclude any interest recommendations from the App, they still cannot completely withdraw from targeted advertising.
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