LONDON – In a year where British television has pushed boundaries from sun-soaked villas to gritty morning debates, one show reigns supreme in the court of public outrage: Love Island. The ITV2 dating juggernaut has clocked a staggering 15,929 Ofcom complaints from January to September 2025, dwarfing every other programme and cementing its status as the UK’s most divisive broadcast of the year. As the nation grapples with questions of toxicity, representation, and the ethics of reality TV, a fresh analysis by media agency One Day Agency lays bare the fault lines in our screens – revealing how fleeting moments of drama can ignite national firestorms.
The data, culled from Ofcom’s weekly audience reports, underscores a broader trend: 2025’s TV landscape is more polarised than ever. With streaming giants like Netflix and YouTube siphoning eyeballs, traditional broadcasters are doubling down on controversy to stay relevant. But as complaints soar – totalling over 25,000 across the top 10 shows – regulators face mounting pressure to draw the line between entertainment and endangerment. “Viewer complaints show which TV moments capture public attention and spark conversation,” says Alexandra Gonçalves, Paid Media Manager at One Day Agency. “Love Island leading the list suggests audiences are highly engaged, even when the content they are watching is controversial. Controversy often signals cultural relevance. People are quick to voice their opinions when they feel emotionally invested. In many ways, complaints have become a modern marker of a show’s impact.”
Love Island: Villa of Villainy or Mirror to Society?
Love Island‘s dominance is no fluke. The summer series alone amassed over 14,000 complaints, a threefold spike from 2024’s tally, with peaks hitting 3,547 on July 24. Viewers lambasted alleged bullying, misogyny, and manipulative editing, particularly around Pakistani-English Islander Shakira Khan’s “villain edit,” which many decried as racially charged. Women’s Aid issued a stark Instagram statement: “Reality TV isn’t just entertainment, it shapes how people think about relationships, gender roles and what behaviour is acceptable.”
Other flashpoints included Dejon Noel-Williams’ controlling demeanour towards Megan Moore and Harrison Solomon’s misogynistic quips, which left contestants in tears. On-screen romps in the shared bedroom drew ire for their explicitness, with one viewer tweeting: “Meg and Dejon having sex is making me sick – I’m making a complaint to Ofcom.” Despite the deluge, Ofcom dismissed all 14,154 complaints in August, deeming the negativity “not shown in a positive light” and par for the course. Critics argue this sets a dangerous precedent, normalising emotional abuse under the guise of “drama.”
Yet, for all the backlash, Love Island remains a cultural behemoth. Hosted by Maya Jama, the 2025 edition – won by Toni Laites and Cach Mercercome – averaged 2.5 million viewers per episode, up 15% from last year. Its All Stars spin-off in February racked up over 2,000 complaints for clashes like Ekin-Su Culculoglu’s explosive row with Elma Pazar, accused of sabotage. As one fan lamented on X: “Never thought I’d do an Ofcom complaint in my life and now I’ve done 2 in one week.” Gonçalves notes: “Emotional investment drives these numbers – love it or hate it, you’re watching.”
The Daytime Drama: Vanessa, GMB, and Morning Mayhem
Slipping into second place is Channel 5’s Vanessa, Vanessa Feltz’s tabloid talker that premiered in March. With just 1,986 complaints across two episodes, it punches above its weight. June 10’s 1,856 gripes stemmed from Feltz’s “straight-talking” on celebrity scandals, accused of sensationalism and insensitivity. The show’s extension to eight months – despite “crisis talks” over ratings – won it a National Reality TV Award, beating The Graham Norton Show. Feltz, a veteran from This Morning (2006–2025), thrives on controversy; one episode paused for backstage frenzy over guest Calum Best’s charm.
Good Morning Britain (GMB) clocks third with 1,643 complaints, a staple of Ofcom’s hit list. September 11’s 354 stemmed from guest Nels Abbey’s “outrageous” take on Charlie Kirk’s assassination, branding the late activist a “white supremacist” akin to the KKK’s David Duke. June 19’s 318 followed a heated immigration debate. GMB’s history – from Piers Morgan’s 57,973-complaint Meghan Markle rant in 2021 – underscores its role as a lightning rod. Over five years, ITV has topped Ofcom complaints, with GMB alone amassing 92,000.
Reality Bites: Big Brother, Headliners, and Talent Tantrums
Reality fare dominates the top 10. Celebrity Big Brother‘s 24th series drew 1,409 complaints, peaking at 1,010 on April 9 for a housemate clash between JoJo Siwa and Mickey Rourke. Rourke’s homophobic slur – “going to vote the lesbian out real quick” and a crass “fag” quip – earned a formal warning; he later exited for “unacceptable behaviour.” Siwa, emotional, confronted the 72-year-old actor, who apologised in the Diary Room: “I’ve got a habit of having a short fuse.” The series, hosted by AJ Odudu, ended with Chesney Hawkes triumphant amid calls for Rourke’s ejection.
GB News’ Headliners ranks fifth with 1,347 complaints – all from January 22, when Josh Howie slung a slur linking LGBTQ+ inclusion to “paedos.” The “comedy” bit, riffing on a bishop’s sermon, ignited 71,851 from Good Law Project alone. Ofcom ruled it a breach, conflating identities with paedophilia – a “prejudicial trope.” Howie apologised on-air; the show axed in June for low ratings.
Britain’s Got Talent (BGT) nabbed seventh with 1,118, 771 from February 22’s horror act by Auzzy Blood. The US performer’s face-hook insertion left judges – Simon Cowell included – convulsing; viewers branded it “disgusting” and “satanic.” Blood, a Got Talent veteran, advanced to semis amid 771 complaints.
The top 10, per One Day Agency:
| Rank | Show | Total Complaints |
|---|---|---|
| 1 | Love Island | 15,929 |
| 2 | Vanessa | 1,986 |
| 3 | Good Morning Britain | 1,643 |
| 4 | Celebrity Big Brother | 1,409 |
| 5 | Headliners | 1,347 |
| 6 | Today with Samantha Washington | 1,270 |
| 7 | Britain’s Got Talent | 1,118 |
| 8 | The Brit Awards 2025 | 929 |
| 9 | This Morning | 713 |
| 10 | Emmerdale | 510 |
Today with Samantha Washington surged to sixth with 1,270 – all from June 7’s fiery guest spat.
Awards, Soaps, and the Sheer Spectacle
The Brit Awards 2025 on March 1 snagged eighth with 929 complaints for “inappropriate” flair. Sabrina Carpenter’s lingerie-clad opener – gyrating on a bed with Union Jack guards – prompted watershed woes. Charli XCX’s sheer top at collections added fuel; she swept five awards, including Album of the Year for Brat. Maura Higgins’ red-carpet nudity divided: “provocation” or “iconic”? Ezra Collective made jazz history as Best Group winners.
This Morning‘s 713 – all from August 27 – targeted Rylan Clark’s immigration rant: “If I arrive on a boat from Calais, I get taken to a four-star hotel?” The 702 complaints accused him of “regurgitating terrible myths.” Clark defended: “Stop putting everyone in a box.”
Emmerdale rounds out at 510, 279 from August 12’s homophobic assault on Vinny Dingle. Vinny’s (Bradley Johnson) sexuality exploration ended in brutal beating; fans fired off: “Appalling, disgusting storyline.” Ofcom probed the pre-watershed violence.
Beyond the top 10, Patrick Christys Tonight Late Edition (427) and Martin Daubney (352) highlight talk TV’s toxicity, while soaps like Coronation Street (55) simmer.
Broader Trends: Ofcom’s Balancing Act
2025’s complaints reflect deeper shifts. Ofcom’s Q1 telecoms report notes stable gripes, but TV’s “generally accepted standards” – offensive language, discrimination – claim 50%+. ITV shoulders 71.7% of 33,108 total. GB News faces probes for impartiality breaches. A High Court ruling quashed two against them for bias.
Public service TV, per Ofcom’s July review, is “endangered” by YouTube’s dominance; 70% of homes have connected TVs. Calls grow for laws mandating PSB prominence online. Naked Attraction‘s axing after 1,000 complaints exemplifies the squeeze.
BBC complaints hit 9,602 (Jan-Aug), mostly iPlayer (52.5%). Ofcom’s 10 impartiality breaches since 2021 signal restraint.
The Verdict: Engagement or Exploitation?
As Ofcom assesses (97.9% accuracy, 100% impartiality complaints unpursued), the debate rages. Complaints aren’t just gripes – they’re metrics of cultural pulse. For producers, they boost buzz; for viewers, a cry for accountability. In 2025’s fractured media, where 4chan sues Ofcom over Online Safety Act fines, the line blurs. Gonçalves sums it: “Complaints mark impact – but at what cost?”
As autumn lineups loom, one thing’s clear: British TV’s controversies aren’t cooling. They’re just heating up.
By Sarah Jenkins, Entertainment Editor