TikTok has banned the account of Australian bodybuilder Stefan Kohut after he promoted flavoured nicotine pouches in viral videos, but other accounts showcasing the controversial products remain active on the platform. The ban followed a report by Guardian Australia in early February that revealed Kohut's promotion of the pouches.
A TikTok spokesperson said the account was removed for violating community guidelines, which prohibit content that promotes the sale or trade of tobacco and novel nicotine products, as well as the advertisement of vaping products. The platform removed over 741,000 videos in Australia in the most recent quarter, with 95% taken down before being reported.
Kohut has since created a new account with a double 't' in his handle and vowed to 'build back the community' in a video posted on 12 February. He has not posted any videos promoting pouches on the new account.
Nicotine pouches are sachets placed under the lip, similar to snus, but marketed as tobacco-free. They require a prescription in Australia, and the Therapeutic Goods Administration updated its guidance in February, warning that it is unlawful to advertise nicotine pouches, including for smoking cessation, and that prescription medicines cannot be publicly advertised.
Guardian Australia identified more TikTok accounts portraying the products positively, including a fitness influencer who posted a video of himself using 'the heaviest snus you can get in Melbourne', viewed by 70,800 people. Another influencer removed 39 videos after inquiries from Guardian Australia, stating he had changed his approach due to regulatory updates.
Prof Becky Freeman of the University of Sydney called for stronger laws and enforcement, saying self-policing by platforms has failed. Dr Marian-Andrei Rizoiu of the University of Technology Sydney noted that organic content from influencers faces looser controls than traditional ads, making regulation challenging.
