TikTok’s highly personalized ‘For You’ feed has helped it to become, in the space of a few years, one of the most popular social media platforms in the world with over 1 billion users, many of whom are children between the ages of 13 and 17. But behind the never-ending feed of lip-syncing and dance craze videos is a highly extractive business model based on the collection of massive amounts of personal data on each user’s behaviour on the platform and in some parts of the world, their activity off the platform, as well as in the physical world.