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TikTok, the cyberwarfare of data?

TikTok is a mobile social networking app launched in September 2016. It quickly became known worldwide, reaching 800 million active users. More locally, in France, the application is used by 6.5 million users. It allows you to share short videos made yourself with montages or even lip-sync to everyone. If Tik Tok attracts many young people for its playful side, another audience like to be interested in it: brands. Indeed, the latter turns to both the B to C and the B to B to seduce. But one question comes up as with all social networks in the digital age: the management of personal data.

Tiktok, Facebook, websites… Data management questioned

Personal data is ubiquitous when browsing the internet. Name or first name, email address, phone number, circle of friends, interest… Users provide daily information about sites and apps visited or downloaded. Stored, they keep track of users and offer targeted content. But in other cases, they are valuable information about the entire population, and can be diverted from their primary function. This hijacking, caused by “computer hackers” or “hackers” is akin to a cyber attack and aims to recover as much data as possible. Some sensitive data can be used to carry out scams or reach national institutions. The TikTok app, like all social networks is singled out for the potential fraudulent use of users’ personal data. Indeed, the U.S. Government considers a lack of transparency of the application on the management of the data collected.

In response, TikTok decided to make its algorithm fully transparent in order to show the exploitation of personal data. The app attracts many companies, who want to gain visibility. Globally, 15.86% of companies choose to turn to TikTok to promote their brand. Indeed, in France, the interest is more important. It affects 19.32% of french companies. TikTok wants to maintain this appeal to this new customer and demonstrate its commitment to data protection by transparently displaying its algorithm. For brands, social networks allow to communicate with a wide audience. They allow companies to integrate them as strategic accelerators, and each have their own utility. Indeed, videos find their place on YouTube for long formats. The short videos rather on TikTok. Texts on Facebook and Twitter and photos on Instagram.

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Tik Tok is used by brands in France

In Europe, the RGPD protects users’ data

As of May 25, 2018, the General Data Protection Regulations (GDPR) have held public and private organizations that process their data accountable. Its aim is to make European companies that collect personal data accountable. To do this, regulation is standardised at European level for all companies. This regulation also aims to provide users with more freedom and power in managing their personal data. Through this, companies meet new standards on their website (securing forms, connecting access to the site, etc.). Some legal companies then offer services dedicated to the support of companies, such as RGPD Legal. This Bordeaux-based company offers auditing, support, DPO implementation or training services to its customers. Its objective: to give the keys to compliance that has become mandatory to its customers.

Data protection is therefore a key issue for companies. Social networks such as TikTok and others are singled out for their retention and exploitation of personal data. In Europe, the RGPD provides more security for users, thanks in particular to the ability to correct or delete personal data on certain sites. This is an essential point, although there are still some gaps on a global scale. For its part, TikTok is not worried. It even aims to become the world’s leading social network in the coming years, surpassing Facebook. An international deployment, with personal data always in the firing line.

Sources:

Press release – Finbold – 21 September 2020

RGPD Legal – Your RGPD expert

Digital – 08/24/2020 – The TikTok case in 5 big questions: when the United States dictates the laws of the market

Atlantico – 07/31/2020 – Transparency of algorithms: TikTok puts tech giants at the foot of the wall and users face a dizzying dilemma…

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