When it comes to data privacy, not all social media platforms are created equal. While many users are becoming aware that their posts help train artificial intelligence, a new study from cybersecurity firm Surfshark has uncovered a startling disparity in how easy it is to say “no.” At the center of this controversy is TikTok, which reportedly makes it harder to opt out of AI training than any other major social media app.
TikTok is the platform that makes it hardest to say ‘no” to AI training
The research points to a “privacy gap” that is hard to ignore. Platforms like Snapchat or X (formerly Twitter) allow users to toggle off AI data usage in about three to five steps. On the other hand, TikTok requires a staggering 19 separate actions. Instead of a simple “off” switch, users must navigate through layers of menus, read dense privacy policy text, and often fill out specific request forms to protect their content.
This complexity serves as a significant deterrent. The company is burying the opt-out process under nearly twenty different clicks to ensure the majority of its users will remain part of its AI training pool simply due to the sheer frustration of the alternative.
Beyond public posts
What makes TikTok’s aggressive stance even more notable is the type of data it seeks to collect. Platforms like Facebook or Instagram, which primarily focus on publicly shared content. However, TikTok’s policy is considerably more invasive. According to the Surfshark analysis, the app reserves the right to analyze not only your public videos but also your private videos and even unsaved drafts.
This means that content you never intended for the world to see could still be serving as a textbook for the next generation of generative AI models.
The industry outlier
To put TikTok’s 19 steps into perspective, consider its closest competitors. Even Meta’s platforms, Facebook and Instagram—often criticized for their own data practices—require only eight steps to submit an opt-out request. While those eight steps still involve complex forms rather than a simple toggle, they are still twice as accessible as TikTok’s current system.
The burden on the user
Luís Costa, Research and Insights Team Lead at Surfshark, notes that these platforms often exploit user-generated content as a resource, often without offering “user-friendly” ways to decline. As the law stands in many regions—including much of the US—users do not have the same protections as those in the EU under GDPR.
For the average TikTok creator, this means their creativity is the fuel for a massive AI engine by default. Unless a user is willing to run the 19-step gauntlet, their digital life—from their most viral dance to their private, half-finished ideas—remains fair game for the algorithm.
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