Furious Big Brother fans blast ITV bosses and demand tougher punishments after housemate Sam breaks yet another rule

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Viewers of Big Brother are upset with ITV executives and are asking for stricter penalties after contestant Sam Ashby violated another house rule.

On Wednesday night’s episode of the popular ITV reality show, the housemates continued to face penalties – they still didn’t have hot water, were receiving only basic food, and weren’t allowed any luxuries – as a result of earlier rule violations.

The situation worsened when it was discovered that Sam, 27, had been secretly keeping a supply of honey.

Even though Sam tried to hide it, cameras spotted him adding honey to both his drink and his oatmeal.

Big Brother quickly brought all the housemates together on the sofa and asked, frustratedly, “What part of the rules are you struggling with?”

Caroline grumbled: ‘Oh no…’ while a sheepish Sam muttered: ‘Oh, f***’s sake.’ 

Big Brother continued: ‘Sam. Stand up… Sam, have you got anything you want to tell Big Brother?

Big Brother is warning you to choose your words carefully. Sam, you’re in a difficult spot, and Big Brother wants to know what you have to say.

The housemate admitted to taking some honey and accidentally losing the cup it was in.

Big Brother then instructed Sam to retrieve his cup of honey and bring it to the Diary Room. 

But when he went into the diary room, he was surprised to find a huge jar of honey on a table nearby.

Big Brother told Sam his punishment: because he enjoys honey so much, he has to cover his entire face and hair in it as a ‘makeover’.

Sam, I have one last instruction. Your new name is Honey, and you’ll be called that until Big Brother says it’s okay to change it back.

Sam was told to cover himself in honey, and he surprisingly said, “Oooooh, it actually feels good… and it tastes delicious!”

Honestly, the reaction from viewers about that punishment was pretty strong! A lot of people felt it wasn’t nearly enough, especially since the housemates had broken the rules multiple times. They’re really hoping to see some more serious consequences moving forward, and I have to say, I kind of agree with them – consistency is key when it comes to enforcing rules!

One disgruntled viewer fumed: ‘This punishment is ridiculous, how silly and what a waste.’;

Caroline acted like she had no idea about the honey, and that’s enough to get her removed. It’s frustrating that the others won’t nominate those who are breaking the rules for eviction.

Viewers are upset that Big Brother didn’t immediately nominate Sam for eviction, instead choosing a punishment involving changing his name and covering him in honey. Many feel a direct nomination would have been a more appropriate consequence for breaking the rules.

The drama didn’t stop there. Viewers became even more upset when Big Brother gave the housemates a reward after Ferida successfully completed a secret task – she had to convince everyone she’d had some strange jobs in the past.

One viewer reacted with disbelief, saying, ‘A takeaway for the entire household? That’s ridiculous – they’re supposed to be facing consequences!’

Someone else questioned why the group was allowed a takeaway meal after failing the shopping task and also violating numerous rules.

The show is inconsistent! One moment the housemates are penalized for misbehaving, and the next they’re treated to a nice meal. It’s too lenient and then too forgiving.

Big Brother airs on ITV2 and ITVX at 9pm from Sundays to Fridays.

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2025-10-30 12:48