Love Island returns to our screens on ITV on Monday and there are few shows more divisive than the reality series.

It seems that half the country loves the show while the rest hate it, but just why do some viewers become so obsessed with the drama at the villa?

Here, expert counsellor Yasmin Shaheen-Zaffar, 49, of Red Kite Therapy, explains why Love Island is so “contagious”.

“Love Island allows people to fantasise about people they think quite highly of but would never act like in their own lives,” says Yasmin, who specialises in anger and eating disorders.

“The reason why people get so connected to the show is connected to the way our brains work. If there’s a character we are emotionally invested in, we start to feel a connection.”

“If we relate to the characters, we feel human emotion towards them,” she said.

“It’s the same as Disney characters. Why do children want to be Disney characters? It’s aspirational.”

She added: “The buzz around Love Island is very contagious. There is so much about it in the papers, it’s everywhere.”

Commenting on the impact appearing on the show can have on the mental health of contestants, Yasmin added: “Most people by their 30s have had a few knockbacks. You learn through experience; things aren’t always as they should be.

“Most of the contestants seem very young and seem to lack life experience. If it’s their first experience of dealing with reality and things not going their way, it can be an enormous pressure. They need support managing the knockbacks publicity can bring.

“So many want to be famous and become an influencer, but there’s a lot of pressure that comes with that.”

ITV now offers contestants a minimum of eight therapy sessions and social media training, alongside professional mental health care before, during and after filming.

“ITV have definitely done the right thing, but there should be more publicity for the support they are receiving,” said Yasmin.

“Hopefully other shows will now follow in providing in-depth mental health support.

“We all know how it feels when somebody writes something bad about you; just imagine how that feels when it’s the entire country.”