Holly Willoughby is not happy with Love Island star Adam Collard over his antics in the villa.
On Tuesday night, Love Island viewers were left raging after Adam smirked at current partner Rosie Williams as she cried while trying to discuss their relationship.
Reflecting on the latest episode of the series, Holly said she “hated” the way Adam, who has taken an interest in newcomer Zara McDermott, behaved towards Rosie.
Read more: Love Island’s Adam’s family deny saying they’re “not happy” with him
After watching the clip on Wednesday’s This Morning, Holly said: “We could all see that coming because clearly he is that type of character.
“You might say, ‘well she knew what she was getting into,’ but what I don’t like is he just didn’t face it and say, ‘look my head might of been turned and I’m really sorry.’
“Just be a bit more open. Smirking is just not good.”
She added: “He just made her feel like as if she’s going mad – I hate that!”
Phillip Schofield, who is equally as obsessed with Love Island as Holly is, replied: “In the real world, he could see a girl on a Friday night in a club and then on Saturday night go to another club and see another girl and nobody would know.
“They all know what he’s like!”
Holly added: “I know, but he reels them in by being kind that’s the problem.”
The duo then invited Adam’s family to get in touch with This Morning so they could weigh in on Adam’s antics in the villa.
Holly and Phil’s offer comes after a tweet was posted on Twitter which purported to come from Adam’s friends and family after Tuesday night’s episode.
The tweet read: “Even us at home really don’t agree with what Adam’s been doing in the house. Actually feel sorry for Rosie. No remorse. Families not happy with his actions (sic).”
However, a statement was then posted to Adam’s verified Instagram account which denied the remarks were made by his family.
It read: “We have NOT issued this and would NOT condone these comments at all! Say what you will this as a reality game show!”
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During the episode, Adam was branded “smug,” “heartless” and the “worst type of guy” by viewers for how he treated Rosie.
Rosie and Adam had been intimate in bed just days earlier and she confronted Adam about his decision to try and pursue Zara.
Pouring her heart out, she told him: “I don’t think you have any idea how much you have hurt me and really upset me. And the worst thing is, I don’t think you actually care. You are literally like stone.”
As Rosie expressed her feelings, Adam just smirked.
Love Island continues 9pm on ITV2.
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