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Love Island's Kaz Kamwi was picked last in the first coupling on last night's show, sparking fury among fans.
The fashion blogger, 26, stepped forward for Aaron Francis but ended up being paired with Toby Aromolaran during the series opener.
Kaz is currently the only female black hopeful in the villa. In the previous two series, black contestants Yewande Biala and Samira Mighty were also picked last.
Fans of the show took to Twitter to point out the similarities and vent their frustrations.
"These Love Islanders best not treat Kaz the way they treated previous black girls that went on the show," one wrote.
"Should I even be surprised that Kaz got picked last? Same s*** every year," another said. "Yet again the black woman gets picked last."
"Black girls don't get the love they deserve on this show," one tweeted.
Love Island's lack of diversity has been a point of contention throughout the series' run.
In 2019, fans questioned issues surrounding race after scientist Yewande was picked last in the coupling following Samira also being the final girl paired up in 2018.
Black contestant Mike Boateng recently shared his experience of appearing on the programme, saying unconscious bias distorts reality TV shows.
He called on programme creators to improve representation at the top, provide better care for people from ethnic minority backgrounds and to understand how editing can affect social media trolling.
Mike, a former police officer who appeared last winter's edition of the show, felt the way it was edited portrayed him as the "black lothario".
"You're a black guy, [so] the narrative of you playing a game and that you move from girl to girl – these things will be put on us," he told this week. "It was weird but that's just how it goes."
He called for more diversity at the top, adding: "If you have that representation in terms of executive producers then there's more of an understanding of how you interact with ethnic minority contestants and [the impact] if you show them a certain way."
Loose Women's Judi Love also recently spoke out about diversity on the show.
"Love is universal, so everyone should be represented on screen," she said.
In response to Mike's claims, a spokesman for ITV said: "It is always our intention to produce a show that is a fair and accurate representation of life in the villa.
"We take any suggestion that any editorial decisions are made based on race or gender very seriously indeed and refute this in the strongest possible terms."
In response to criticism about lack of diversity, an ITV spokesperson said the broadcaster "celebrates diversity of every sort across our range of programmes in our schedule and across our channels".
"In terms of casting for Love Island, the only stipulation to applicants is they must be over 18, single and looking for love," the channel said. "This year’s Love Islanders come from a diverse range of backgrounds with a mix of personalities and have a healthy BMI."
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