ITV is breaking the Law AGAIN!
In October 2026, viewers and domestic abuse charity Women’s Aid criticised ITV after scenes on Big Brother between housemates Omar El Mayer and Rhianna Collins. Women’s Aid described “red flag” coercive and controlling behaviours (such as dismissing emotions, instructing someone not to talk about the person to others, or not to cry or look away) as worrying to platform in popular media. The charity stated that the show risked minimising survivors’ experiences and presenting abuse as entertainment, while urging ITV to engage with experts and prioritise contestant welfare.
Ofcom received over 7,000 complaints (specifically 7,138) about the relevant episode (around 19 October), relating to Omar’s behaviour towards Rhianna. The regulator stated it was assessing the complaints against its rules but had not yet decided whether to investigate. ITV/Big Brother responded that housemates receive respect and inclusion training, are monitored around the clock, and that welfare and safeguarding are prioritised, with a dedicated team. Producers issued a warning to Omar about dismissing others’ feelings and the impact of language and behaviour. Rhianna later stated she did not feel controlled.
This is programming (reality TV), not a commercial advertisement. Ofcom’s Broadcasting Code governs it, particularly rules on harm and offence (Section 2) and crime, disorder, hatred and abuse (Section 3). Content that may cause offence or involve humiliation or distress must generally be justified by context; programmes must not condone or glamorise violent, dangerous or seriously antisocial behaviour in ways likely to encourage imitation. Context, scheduling, and audience expectations matter. Ofcom has previously declined to investigate or found that similar reality-TV behaviour (for example on Love Island) was not shown positively and aligned with viewer expectations for the format.
Advertising rules (BCAP Code / ASA)
Commercial television adverts (including those airing on ITV) are regulated by the BCAP Code, enforced by the Advertising Standards Authority (ASA) under contract with Ofcom. Key rules include:
Advertisements must not cause serious or widespread offence.
They must not condone or encourage violence, crime, disorder or anti-social behaviour.
They must not distress the audience without justifiable reason.
Material must not be likely to cause harm, with particular care for vulnerable groups and children.
References to sexual or domestic violence can be acceptable in ads with a clear anti-violence or awareness message (for example charity or government campaigns), provided the message is clear, the distress is not excessive, and scheduling is appropriate (often with restrictions such as post-watershed or higher certification). The ASA has not upheld complaints against some carefully handled awareness ads. However, ads that trivialise, condone or encourage domestic violence (including light-hearted or humorous references) are routinely banned as socially irresponsible and offensive. Examples include certain mobile game ads implying threats or assault, and a pub ad joking about punching an ex.
ITV has itself broadcast and supported domestic abuse awareness work, including Loose Women’s “Facing It Together” campaign (guided by Women’s Aid and SafeLives), which shared survivor stories, statistics (roughly 1 in 4 women and 1 in 7 men experience some form of domestic abuse), and signposting to help.
Criminal law context
Under the Domestic Abuse Act 2021, domestic abuse includes physical, sexual, violent or threatening, controlling or coercive, economic, and psychological or emotional abuse between personally connected people (typically aged 16 and over). Controlling or coercive behaviour is a specific criminal offence under section 76 of the Serious Crime Act 2015 when it has a serious effect (for example causing fear of violence on at least two occasions, or a substantial adverse impact on day-to-day activities) and the perpetrator knows or ought to know this.
Broadcasting depictions or unscripted reality-TV interactions does not automatically mean the broadcaster is committing a criminal offence. Liability for the offence of controlling or coercive behaviour rests with the individual perpetrator. Broadcasters face regulatory (Ofcom or ASA) rather than typically criminal consequences for content standards, unless the material crosses into rare areas such as incitement. Ofcom and the ASA focus on whether content is justified, appropriately scheduled, and avoids condoning or glamorising harmful behaviour.
Ofcom’s assessment of the Big Brother complaints remains ongoing as of the latest reports, with no published decision to formally investigate or find a breach. Public and charity concerns centre on the social responsibility of platforming “red flag” behaviours in entertainment formats, even where producers intervene, provide welfare support, and do not present the behaviour positively. Similar debates have arisen previously around ITV shows such as Love Island.
In short, UK advertising and broadcasting rules tightly restrict the trivialisation or condoning of domestic abuse in adverts and require context and justification in programming. The current ITV controversy is primarily about programming standards and social impact rather than confirmed criminal law breaches by the broadcaster. Awareness-raising content continues to be permitted and supported when handled carefully.
