Gemma Collins has dubbed herself the Queen of Essex after tourism chiefs tried to get rid of the county's TOWIE image.
Essex County Council had approved a £300,000 taxpayer-funded campaign that mainly features scientists and chefs.
The likes of TOWIE-style glitz, glamour and fake tans will be removed from it.
The Diva Forever wasn't having any of the campaign's attempts to 'rebrand' Essex and the many things it's known for.
"Forget the council — I am the Queen of Essex and the only rebrand our great county needs is one to shake up that stuffy lot," she said to The Sun.
Gemma added: "To say we need to change our “reputation” is an affront to every hard-working person from Essex who has grafted to make something of themselves.
"Vajazzles and spray tans were around a long time before Towie — and appearing on that show helped make me the successful businesswoman I am today."
She went on to say that the £300,000 should be used for something a little more 'worthwhile'.
James 'Arg' Argent and Amy Childs also disagreed with the campaign and shared their opinions with the publication.
Gemma rose to fame on the reality show The Only Way Is Essex which she appeared on between 2011 and 2019.
Within two years, the British icon released her debut book, Basically...: My Life as a Real Essex Girl, which became a bestseller.
Since joining TOWIE, she has become a household name and went on to appear on Splash!, I'm A Celebrity... Get Me Out Of Here, Celebrity Big Brother and more.
The advertisements, which are due to air on Sky this year, will focus on the county's history and culture instead of its huge impact on modern culture with TOWIE.
It will include the county's hotspots, such as Manningtree - which is the self-proclaimed smallest town in England.
The campaign will also include Tiptree, home to world-famous jam and more.
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Echo News also reported that by using Michelin-starred chefs and a scientist the county will be able to remove the reality television stereotypes.
It is understood that the campaign will show Essex's 350-mile coastline and hone in on the historic areas.
During a Place Services and Economic Growth Policy and Scrutiny Committee on January 10, council tourism boss Lisa Bone said the stereotypes need to be 'challenged'.
"It's very much about trying to challenge the stereotypes to get people to think about Essex in a slightly different way and much more than in the context of just visiting, but about positioning Essex because it's a great place, not just to visit but also to live work and invest," she explained.
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