There’s no denying that the dating game TV show Love Island has had a massive influence on British media. But as the racy reality series returns for its ninth season Monday, marketers will be watching closely to see whether any of the contestants will be able to build a following as an influencer.

There is one unusual challenge in that: the social media activity among the contestants and their families stops cold once the show begins.

Despite its popularity, the show has invited severe criticism as an example of the destructive connection between social media and mental health. Following the post-show suicides of contestants and host Caroline Flack, ITV, Love Island’s network since its 2005 debut, decided drastic action was needed to reduce the anxiety many of the program’s guests leave the villa with.

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