TikTok Mishandled The Data Of Hundreds Of Top American Advertisers

Introduction

A recent investigation by Forbes has revealed serious lapses in data security concerning TikTok's handling of sensitive information from hundreds of advertisers, both large and small. The findings indicate that this information was accessible to numerous employees at TikTok and its Beijing-based parent company, ByteDance.

For years, internal documents and communications obtained by Forbes suggest that sensitive advertiser data—ranging from firms like Amazon, Disney, and The New York Times to smaller standout businesses—was inadequately protected. Employees were reportedly able to access private information about advertisers, including financial agreements, tax information, and data gleaned from tracking tools like pixels placed on advertisers’ websites. This situation has raised concerns regarding potential misuse of this data, especially amidst growing geopolitical tensions between the U.S. and China.

The U.S. government has expressed longstanding concerns over TikTok's management of American user data, triggering investigations by the FBI, Justice Department, Federal Trade Commission, and various congressional leaders. These issues have culminated in the introduction of a contentious legislative bill aimed at potentially banning TikTok in the U.S. unless ByteDance divests itself of the app.

Internal sources from TikTok's advertising division, particularly those who worked there from 2021 to 2024, emphasized the chaotic environment where aggressive revenue goals fueled questionable sales tactics. Reports state that some employees felt pressured by management to use sensitive information from advertisers for competing sales pitches. For instance, a sales employee described a tactic of utilizing private information about one advertiser to influence its competitor to increase ad spend on TikTok. Such practices have been characterized as "unethical," with an environment that prioritizes income generation over ethical standards.

When approached for comments, TikTok declined to answer detailed inquiries regarding these practices. Meanwhile, Amazon, Disney, and The New York Times have not responded to requests for comment.

For full coverage, visit Alexandra Sven's piece on forbes.com.

Keyword

• TikTok
• Advertisers
• Data mishandling
• ByteDance
• Sensitive information
• Geopolitical tensions
• U.S. government
• Investigations
• Revenue goals
• Sales tactics

FAQ

Q: What did the Forbes investigation reveal about TikTok?
A: The investigation found that TikTok mishandled sensitive data from hundreds of American advertisers, making it accessible to numerous employees.

Q: Who were some of the advertisers affected?
A: Advertisers mentioned in the investigation include Amazon, Disney, and The New York Times, along with smaller businesses.

Q: What actions has the U.S. government taken regarding TikTok's data practices?
A: The U.S. government has initiated investigations by various oversight bodies, and legislative measures have been introduced to potentially ban TikTok unless ByteDance divests from the platform.

Q: What unethical sales tactics were reported?
A: Some employees reported using sensitive advertising data to pressure competitors into increasing their ad spend on TikTok, which was described as unethical.

Q: Did TikTok respond to these allegations?
A: TikTok declined to provide comments on the detailed allegations made by Forbes.