Adam Collard went back into the Love Island villa to 'promote his business', a fan page joked.
The fitness coach shocked fans when he made his grand return to the ITV2 show recently after four years away.
Although many welcomed him back with open arms, some questioned the reason he was chosen to find love for the second time.
While he was away in the villa, the person controlling his Instagram account took to his Stories to share a discount code with fans.
They posted a snap of a shirtless Adam, 26, holding a cardboard box as he smiled at the camera.
"To say thank you for all the support, Adam is offering up to 70% off his fitness programs and a chance to win £500 for the duration he is in the villa," the caption read.
A link was also shared.
One of Paige Thorne's fan pages also shared the screenshot on Twitter.
"Adam really has gone back on Love Island to promote his business," they wrote. "no shame lol! Good luck to Paige."
Dumped contestant Jay Younger took notice of the tweet and jumped into the comment section to defend Adam.
"Do you think we’re going in there for love?" he questioned the user.
Meanwhile, Adam has been busy getting to know Paige and even coupled up with her recently.
She was previously with Jacques O'Neill, who left the villa following a tumultuous time in there.
Paige has since moved on with Adam and even shared a kiss with him after a dramatic movie night.
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Adam tried to play it cool as he said the paramedic is "too innocent" after she didn't appear in any of the clips.
Paige giggled coyly in response and said she was an "angel".
Adam the quizzed Paige on what his chances with her are, before leaning in for a kiss.
"The kiss is a major blow for Jacques.
"He’s told us he is besotted with Paige and there was a part of him that hoped she would realise that she missed him too and follow him out of the villa," a source told The Sun.
They added: "It’s clear she has moved on. His time on Love Island has been a really tough ride for Jacques and so we’re all rallying round for this latest blow."
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