We haven't got long until the new season of Love Island begins.


On Monday, 16th January, the ITV2 dating show will return for a brand new winter season, which will be its second since January 2020 before the pandemic.

As well as a new host, with Maya Jama replacing Laura Whitmore, there'll be a brand new villa with the winter version taking place in South Africa rather than Mallorca, which is home to the summer season.

And there's also been some changes to the Love Island rules, particularly the show's social media strategy.

So, what exactly is the new Love Island social media strategy?

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Read on for everything you need to know about the protocol, which will come into effect for season 9 starting this month.

What is the new Love Island social media strategy?

Ahead of the 2023 winter season, ITV has introduced a new duty of care protocol, requiring contestants to halt activity on their social media accounts during their time on the show.

In previous years, contestants' social media platforms have been run by a family member or friend while they've been in the Love Island villa – however, 2023 islanders will be required to keep their accounts dormant during filming.

Announcing the new measure, ITV said that contestants will be asked to "pause handles and accounts on their social media platforms for the duration of their time on the show" in order to "protect both the Islanders and their families from the adverse effects of social media".

Luca chooses Tasha in Kiss and Blow game
Luca and Tasha on Love Island 2022. ITV

As a result, the islanders' accounts will remain dormant so that "nothing is published on their behalf".

The show's incoming singles will also receive guidance and training on "mutually respectful behaviour in relationships" as well as resource links to help them "identify negative behaviours in relationships" and understand patterns associated with coercive and controlling behaviour.

The new protocols follow last month's news that Love Island's 2022 Movie Night prompted the highest number of complaints to Ofcom in all of 2022 for "alleged misogynistic behaviour and bullying behaviour by some contestants in the villa".

The ITV2 show appeared twice again on Ofcom's list of most complained-about incidents, with both the 18th July and 19th July episodes receiving complaints about alleged misogynistic and bullying behaviour.

New duty of care protocols have been introduced with every new season of Love Island over the last few years, with the 2022 contestants receiving video training and guidance on "inclusive language around disability, sexuality, race and ethnicity, behaviours and microaggressions", which will continue into 2023.

The upcoming season of Love Island will be the first fronted by new host Maya Jama, with former presenter Laura Whitmore revealing this week that she chose to leave after being unable to support the contestants in her role on the show.

Love Island will return to ITV2 and ITVX on Monday 16th January 2023 at 9pm. If you're looking for something to watch, check out our TV Guide or Streaming Guide. Visit our Entertainment hub for all the latest news.


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