Viral ‘Zynfluencers’ Are Fueling a Risky Nicotine Hype Cycle (2)

In August 2022 a recent University of Tampa graduate named Max VanderAarde uploaded a video to TikTok. In the video he’s lounging in an armchair, pale-eyed, pink-cheeked, wearing a black sweatshirt with the hood pulled over his blond curls. He’s in character as his online persona, known as Cheddy or Freezer Tarps. He jabbers to himself for a few seconds, then breaks out into song. “Upper decky Zynnies, upper decky lip pillows, ferdaaaaaa,” he croons in a nasal voice.

VanderAarde posts constantly on TikTok and Instagram Reels about his passions, including alcohol, golf, sports betting and “ferda,” which is hockey-talk ...