Love Island fans were stunned after Adam Collard sparked an argument out of the blue with Ekin-Su Cülcüloğlu.
The contestant, 26, slammed a cream pie into Ekin-Su's face and called her out on 'flirting' behind Davide Sanclimenti.
Adam strutted towards Ekin, holding the dessert in his hand and announced: "I've decided to pie Ekin-Su because with all the flirting that keeps on getting played down to the girls, and played down with Davide, I think once people look they might see something else.”
Viewers took to Twitter to call Adam out on his unnecessary dig, with one saying that he pied her because she turned him down.
"Adam was really nasty with his pie to ekin su just because she didnt want you mate", one wrote.
"What was the reason Adam pie Ekin?" another said.
A fourth typed: "Adam wants to jump on the Ekin Su hate train like he didn’t have charities complaining about his own behaviour before. #LoveIsland"
Fans are also growing tired of Davide's constant criticism of Ekin-Su's behaviour following yet another spat between the pair.
After secret scenes were revealed to the unsuspecting Islanders, Davide was unimpressed with Ekin's time in Casa Amor.
After Davide said that he'd seen another "red flag" in the actress.
Although many fans were quick to point out that Davide was no angel when it came to the Casa Amor episodes and hasn't been totally faithful to Ekin-Su - but she's the one who is constantly painted as the baddie.
"Adam better watch his mouth, leave my ekin-su alone," another raged.
"why is everyone against ekin-su man... hate the boys," one agreed.
Some were also pointing out how Adam seemed to be the only boy in the villa with respect.
"the fact that adam collard has a chance of winning love island speaks volumes about the boys this year," wrote another.
"This morning I woke up feeling, do you know what, f*** you,” she said. “Why should I go up to him and be a little puppy... I’m done and I mean that.”
In a teary conversation with Luca, Ekin-Su opened up about how she feels about her up and down relationship with Davide.
This year's show has been explosive and full of juicy drama, but fans have also voiced concerns over the boy's behaviour in the villa.
Women's Aid has been tagged in a "stream" of posts on social media where people highlighted what they deemed to be poor behaviour.
Teresa Parker, head of communications and media relations at Women's Aid said: "At Women's Aid we are being tagged into a stream of Twitter posts, with viewers of Love Island highlighting the misogyny and controlling behaviour being shown on screen."
"This is clearly more than talking about any individual contestants, and a programme based around the formation of romantic relationships must have guidelines on what behaviour is acceptable and unacceptable in those relationships," she continued.
"We are talking to ITV, and they have shared with us information on their inclusion training, but what appears to be missing is specific information on abusive relationships and an understanding of controlling behaviour in relationships."
A spokesperson for ITV responded to Women's Aid's claims and said: "We cannot stress highly enough how seriously we treat the emotional well-being of all of our Islanders.
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"Welfare is always our greatest concern, and we have dedicated welfare producers and psychological support on hand at all times, who monitor and regularly speak to all of the Islanders in private and off camera.
"Ahead of this series, contributors on the show were offered video training and guidance covering inclusive language around disability, sexuality, race and ethnicity, behaviours and microaggressions.
"We are always looking at how we expand and evolve on this training to ensure that all of our Islanders feel they are part of a safe and inclusive environment."
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