Sunday Brunch co-host Simon Rimmer has hit out at Love Island after revealing his daughter snubbed the chance to appear on the popular show.
The ITV2 reality dating show will be back on our screens with host Maya Jama on Monday (June 5) as another batch of singletons head to Majorca looking for love.
One person who will not be watching the summer series is Simon, 60, who described the programme as "cruel" for "objectifying women".
Daughter Flo was approached by Love Island producers after starring in an online cooking series alongside her dad called 'Flo and Simon Taste the World'.
The 25-year-old has picked up a sizeable following of just under 6,000 on Instagram due to the cooking show and was asked via a message on the social media platform to partake in series 10 of the reality TV programme, but Flo declined.
Speaking to MailOnline, Simon said: "My daughter got invited to go on it. Basically, they picked her up from Instagram because she has quite a big following because she has done stuff with me online and she turned it down.
"She's very much not a Love Island kind of person. But I thought it was a weird approach really. She is so not a Love Island person."
Simon added that he cannot watch the show because it is a "massive step back for feminism and women" and does not like the "objectification".
He continued: "I don't think it's what I want young people to be doing and how I want males to behave or the way females to behave.
"It feels a bit weird that we're still having girls being treated like objects and I don't like that objectification."
Love Island presenter Maya revealed that a Hollywood star is a huge fan of the show and she was pulled for a chat.
Former Spider-Man star Tobey Maguire met Maya at a glitzy Vogue event in Cannes spoke about his admiration for the show.
He is not the only A-lister to be avid viewers of Love Islander antics. Amy Schumer and Lizzo have previously taken interest in the dating programme as is Barbie star Margot Robbie.
Maya only officially took the reins of the cult dating series in January this year when it aired its winter series in South Africa, replacing Laura Whitmore.
Her fashion choices became as much of a must-see as the drama itself, and there will be more sartorial bombshells planned for the new series, starting from Monday night.
*Love Island returns Monday June 5 at 9pm on ITV2
