The latest scandal to hit the Love Island villa is neither linked with Casa Amor nor the incorrect yet frequent usage of the word 'categorically', but with advertising guidelines – as influencer Molly-Mae Hague has been caught advertising at least one Instagram brand while being recorded in the villa.
According to The Mirror, the 20-year-old Instagram influencer has gone against villa rules by plugging clothing company Oh Polly, who she's worked with on a number of contra deals before.
The site is claiming that Hague has worn at least four Oh Polly bikinis and two dresses, giving the company major TV exposure as the show's ratings soar. According to the islanders' contracts, anyone participating in the show is expressly forbidden from promoting products while in the villa unless it's part of a deal cleared by producers.
Following fellow islander, Sherif's swift departure due to "breaking villa rules", a list of Love Island prohibitions was leaked to the public with rules such as 'no unsafe sex' and 'no excessive drinking' listed among them.
Nothing about individual sponsorship was mentioned, but according to The Mirror, a clause within their contracts which is signed by all the stars states: "You will not advertise, mention or 'plug' any product or service... (except as directed by us)."
This follows Arabella Chi's plugging of friend and former islander Montana Rose Brown's swimwear range in one of last week's episodes. Chi posed with Danny Williams in a £40 back belted swimsuit which Brown then posted about on her Instagram.
Earlier in the year, Instagram changed the rules of social commerce, allowing influencers to use the app to tag and sell products directly from posts; a move the image-sharing network claims will enrich the shopping experience for all users.
This, quite obviously, is geared almost exclusively towards influencers – like Molly-Mae – who work solely from the platform. Although her most recent posts haven't tagged brands or references partnerships, older posts referencing the same garments give away the goat.
As for what producers will make of her choices, only time will tell – but one can be certain that brands like Oh Polly are benefitting massively from such exposure.
Main image by @mollymaehague