Love Island, the most popular dating show in the United Kingdom, will return to screens later.
Maya Jama, a former Radio 1 DJ, will host the winter edition of the show, following in the footsteps of Laura Whitmore and the late Caroline Flack.
For the ninth season, however, there is more than simply a new host: there is a significant rule change.
ITV has requested that contestants’ social media profiles remain inactive, so they will no longer be managed by their friends and family.
That includes spreading memes and posting remarks on behalf of the islanders.
Whenever Love Island airs, it dominates social media feeds, and because competitors are confined within the villa, it’s typically up to their friends and family to cope with any negativity.
In the past, relatives have issued calls for individuals to be friendlier because islanders are subject to trolling.
The social media regulation is the most recent modification announced by ITV as part of its efforts to increase support for competitors and their families.
However, what do former islanders and those left to combat the backlash think of the change?
Emotional ups and downs
Since 2019, and in response to the deaths of former competitors Mike Thalassitis and Sophie Gradon, islanders have been provided a minimum of eight therapy sessions following their time on the show.
Psychotherapist Jo Hemmings, who has worked behind the scenes on numerous reality television series, tells that Love Island has now established a “gold standard” for duty of care.
“I believe the protocols, especially the one about stopping social media accounts, will be of great assistance to families and individuals managing these accounts,” says Jo.
Paige Turley, who won the inaugural Winter Love Island series with partner Finn Tapp after meeting in the villa, said Newsbeat that account runners experience a “greater emotional roller coaster.”
“The islanders in the villa are oblivious to the reactions to each episode.
“And many family and friends have full-time jobs, making social media a full-time job in and of itself.
“It was more of an emotional roller coaster for them to keep up with the postings and the reactions of the outside world.
If anything, it will make the journey simpler for family and friends.
Finn, whose best buddy managed his funds, describes the situation back home as “very tense.”
“I believe he then persuaded several members of my family to assist. There was a large group of people discussing what to post in a group chat.”
Blocking trolls
Faye Winter participated in the summer 2020 season of Love Island. She reached the final alongside Teddy Soares.
“I was quite astonished by the extent to which welfare was incorporated into every component leading up to the concert, and how frequently I spoke with someone,” she says.
When I was feeling apprehensive, they would always say, “You may phone us if you’re worried about anything.
“We had daily conversations with welfare in the villa. After then, they were exceptionally outstanding.
Again, you received eight sessions of therapy, and I maintained therapy with the same therapist since it was so effective.
While Faye has a large social media following, her appearance on the show generated headlines and criticism. Faye apologized after one fight with Teddy caused 250,000 Ofcom complaints.
At the time, her older sister Jo was managing her account.
Jo, who works in marketing, states, “I’m not nave about social media.”
“Faye was the target of much trolling, but her team and I were able to employ prohibited language.
Jo said she will communicate with the families of other islanders to discuss strategy.
“Which is odd because you have never met them, their son or daughter, their buddy, or their sister or brother.
Once one of us learned to, you know, block these phrases, the effect would be similar to a snowball rolling downhill.
Jo views the new social media regulation favorably.
“I believe people will have an opinion, whether positive or negative,” she says.
“However, I believe it is an opportunity for you to watch your loved one on television, as it is strange enough that they are already on your television screen.”
‘Fans are demanding’
Chyna Mills, who participated in the previous season, expressed concern about her sister, who managed her account while she was in the villa.
“While inside the villa, I was continually concerned about my sister’s ability to manage my social media accounts.
“She told me it was the most difficult thing ever because your fans are highly demanding and they want to see more of you than the hour they see on the show.”
Victoria Sanusi managed the Winter Love Island account of a buddy.
“What you do not see, however, is that when the islander receives a poor edit or the show focuses on them during their “villain age” or for doing something absurd, it corresponds to their account.
“Therefore, they will receive all of this hate in their direct messages.
“As a friend managing it, I can only imagine how difficult it would be for a parent to read these remarks about their child. That is terrible.”
Victoria reports seeing “very hateful” tweets, with some even ordering the candidate to “leave”
This is a problem for Brett Staniland, an islander who participated in the 2020 series.
“I think [the regulation change] is possibly a terrible thing because it might create a backlog of hate and abuse just as they receive their phone back,” he explains.
And as a result, they will get tremendously overwhelmed.
Pure love?
Some others have pointed out an additional potential consequence of contestants’ social media inactivity: acquiring fewer followers if their account is inactive.
Saffron Rizzo, head of talent firm Rizzo Publicity, thinks that islanders who make it to the final can earn up to seven figures for sponsored postings after leaving the house.
She says, “I believe it could have an impact on the commercial worth of contestants and our industry.”
“I feel the rule is the best way to safeguard the contestants, their families, and their loved ones.”
With less emphasis on social media in this season, though, the show may include more actual interactions.
Knowing that they cannot use it as a stepping stone to stardom makes it feel more genuine, according to Jo, a psychotherapist.
