ITV2 has replaced Love Island's usual ads with idents directing viewers to the Samaritans mental health support line in tribute to the show's former host Caroline Flack, who took her own life on Saturday (15 February).
The broadcaster and charity worked with headline sponsor Just Eat to update the ads, which also implored viewers to 'Be Kind'.
Explaining the decision in a joint statement Love Island and Just Eat said: “In light of this weekend’s tragic events, Just Eat and ITV have worked with Samaritans to replace the idents for this evening’s episode of Love Island so that anyone affected by Caroline’s death can access support.”
The ads were aired around a sombre episode of the reality show on Monday (17 February), in which narrator Iain Stirling paid an emotional tribute to his friend "Caz".
Weekend editions of Love Island had been pulled from air on Saturday and Sunday in light of the news.
40-year-old Flack took her own life over the weekend as she awaited trial for an alleged assault of her boyfriend. She had stepped aside from presenting Love Island after the incident in December and was replaced by Laura Whitmore.
Social media, ITV, the British tabloids and the Crown Prosecution Service (CPS) have all faced criticism over their treatment of the star in the weeks leading up to her death; with petitions calling for a reform in showbiz reporting to prevent another tragedy also gaining traction online.
In a message praising Flack’s contribution to the show, ITV’s director of television Kevin Lygo said: “Everyone at ITV is absolutely devastated and still trying to process this tragic news. Caroline was part of Love Island from the very beginning and her passion, dedication and boundless energy contributed to the show’s success.
“After Caroline stepped down from the show ITV made it clear that the door was left open for her to return and the Love Island production team remained in regular contact with her and continued to offer support over the last few months.”
Just Eat began a two-year partnership with ITV to sponsor the Love Island format early this year.