Ignoring the World Cup, Corrie, Eastenders, Emmerdale (wait, this is still going?!), BBC News and some others, it's the most popular show on (traditional) TV right now... 

You know what I'm talking about; its Love Island of course. 

Attracting almost 4m viewers every night, the show certainly has us all talking. The papers can't get enough of the drama and with a target audience of 16-34 year olds, advertisers are keen to get in on the action.  

But this year's series is already making headings and perhaps not all for the right reasons. 

We've already seen two major rounds of complaints to Ofcom including 650 complaints in less than 24 hours  following Sunday night's episode where Dani Dyer was shown a "misleading" video about the antics of her boyfriend currently in another villa.  Ofcom is considering whether or not to investigate.

But its a decision by ITV to allow plastic surgery adverts during the Love Island programming that has sparked widespread criticism.  

Simon Stevens, chief executive of NHS England, speaking on BBC's Andrew Marr show on Sunday, said that "explicit ads" such as those aimed at young women around breast cosmetic surgery are all playing into mental health issues around body image and that social media companies and advertisers need to "look very closely about the kinds of impacts that it is having".  

Readers of this blog will know that we have discussed similar issues (particularly those around gender stereotypes) on a number of occasions.   Striking the right balance between promoting an image that some in society value without exploiting or taking advantage of health and body issues is the tough position that CAP and the ASA find themselves.   

Whether we see any change in approach after the intervention of the NHS boss is unclear, but it will certainly be on CAP and the ASA's (and not doubt, ITV's) radar.