Do you want to watch videos from TikTok’s biggest stars, such as Charli D’Amelio?
Well, TikTok hopes you enjoy watching advertisements from all of the brands that want to sell you Charli’s favourite apparel, food, and artists.
TikTok has started sending out updates to users informing them that tailored ads “based on what you do on TikTok” will be appearing shortly.
The message informs TikTok users that their ad settings will be updated automatically to serve them advertisements based on what they watch on the site rather than only showing them “general” advertising. On April 15, the company will make the move.
However, the message that appears on users’ screens has already perplexed others.
Users of TikTok will be able to return to general advertising if they so choose. The message states, “You also have control about whether advertisements can be more targeted to you based on data from our advertising partners.”
TikTok is effectively making personalised ads the norm, and users must opt out by changing their settings. If users sign in, tailored ads are already available to them.
To opt in to personalised advertisements now, or to opt out when the settings update automatically on April 15, TikTok users can go to their profile page’s upper right hand Settings button and choose “Privacy” from the Account section. Users can then toggle “Personalization and data”.
In a statement to Mashable, a spokesperson for TikTok said, “TikTok is committed to both respecting user privacy and creating a personalised experience that enables meaningful connection between businesses and users.” “On our Safety Center, we will continue to be frank about our data privacy policies and assist users in understanding their privacy options.”
Privacy experts and consumer rights advocates are likely to oppose the option to make targeted advertising the norm. A consumer organisation in the EU recently accused the business of targeting “hidden ads” at children based on their user data.