How Joey Essex scored the most important personal purpose in actuality TV historical past

Joey Essex is no stranger to reality TV, gracing British small screens for over a decade and building a loyal fan base in the process.

But his latest venture has gone down like a lead balloon with fans, with his disastrous Love Island stint deemed possibly ‘career killing’. 

Viewers turned on the Essex Islander just two weeks after he made his bombshell entrance, after he dropped Samantha Kenny when his ex Grace Jackson came in. 

And things went from bad to worse as the weeks went on with Joey’s ‘pot-stirring’ and ‘manipulative’ antics slammed – even resulting in hundreds of Ofcom complaints. 

So has the TOWIE star scored the biggest own goal in reality TV history? MailOnline takes a look at his drama-filled time in the villa and asks an expert what it means for his career when he gets home. 

Brand and Culture expert Nick Ede said Joey went into the villa as a fan favourite as people loved that there was a familiar face on the show.

‘Someone who has been unlucky in love, a bit of a himbo and genuinely we wanted him to do well with his hilarious phrases that made him famous’ Nick told MailOnline. 

But Nick believes the stint has ‘backfired’ on Joey, as it has exposed his ‘unlikeable, rude and arrogant’ actions. 

‘The star has now tarnished himself and his brand by being so “messy” on the show,’ Nick said. ‘He has messed things up and the narrative he has created is not working and the show isn’t working for him. 

‘The Love Islanders are upset by him, the viewers are upset by him and it’s backfired badly. I think this will be a career killer for him.’

He added: ‘We want genuine authenticity and Joey isn’t bringing that to the show and it’s making him look bad. 

‘He is a reality show veteran and should know all the nuances of making the best of himself and how to read situations but he’s come across as unlikeable, rude and arrogant – which wont stand him well when he’s out of the villa. 

‘Love Island is based on likeability and makes stars out of people we haven’t seen before. 

‘Having Joey on the show may have seemed like a great idea but it’s exposed him badly and will have negative effects on his career.’

But despite the backlash, some of Joey’s fans have stuck by him and insist he’s still the ‘loveable’ star we knew – as well as enjoying his ‘banter’. 

Taking to X, formerly Twitter, they wrote: ‘This is why I love Joey. He can be annoying and crafty but deep down he’s a decent guy and means well. 

‘He likes to be liked and spreads the love. He’s great entertainment and essentially lovable even when he’s wound you up,’;

‘I really love Joey. I wanna be his friend. He’s just banter 24/7. Pure antagonist. Love him,’; ‘aw joey’s kind of cute.’

Turbulent love life  

Joey’s favour with the public turned sour just two weeks into his stint on the dating show, after he left Samantha when his ex Grace came into the villa. 

Fans were furious when Joey took Grace to the hideaway for an overnight stay away from the villa, before the couple shared a smooch in the pool.

Joey soon couldn’t keep his hands off Grace as the pair kissed on the day bed in plain sight of the other islanders.

Samantha was left in floods of tears as she claimed ‘no one in the villa could make her feel any better’ and felt overcome with embarrassment. Fans then urged Joey to leave with Grace as they slammed him for ‘robbing’ Samantha of her experience. 

Things got worse for the former TOWIE star when a shock recoupling saw Grace steal him from Samantha – resulting in her being left single. 

Then in a surprise turn of events, Samantha was immediately dumped from the island.

Viewers were left devastated at Samantha’s shocking exit from the villa, with some insisting she should return as a bombshell, while many praised her for how she handled Joey and Grace.

Taking to X/Twitter, fans wrote: ‘Petition for Samantha to be in the next bombshell group’… ‘Justice for Samantha’… ‘Bring Samantha back!!!’

Just days later, Joey was in the firing line again as he ditched ex Grace for newcomer Jessy Potts.

Grace and Joey’s relationship hit the rocks when she discovered he had secretly kissed Jessy on the terrace behind her back – and the reality star called things quit with his ex the following day.

Fans slammed Joey’s behaviour as ‘terrifying’ and said that the TV personality needs to ‘act his age’ as he keeps ‘repeating the disgraceful behaviour‘. 

After a couple of weeks of smooth sailing, Joey began to irritate fans once more with how he was speaking to ex Grace. 

Viewers were left viewers cringing as they blasted Joey for being ‘obsessed’ and ‘creepy’ over ex Grace in an honesty challenge. 

Grace was asked to reveal which boy she would couple up with if she was not exploring a connection Reuben.

But after the model picked Josh, Joey was triggered and tried to imply that she still had feelings for him and would have picked him, if she was being ‘totally honest’. 

‘I feel like if Grace was being totally honest she would’ve written my name,’ Joey quipped. 

As the game continued, Jessy Potts revealed that Joey doesn’t like her friendship with Grace. ‘He doesn’t like me being friends with Grace,’ she said.

‘It’s giving Joey’s not over the situation with Grace…you’re so bothered about it,’ Matilda Draper chipped in. 

It appeared that Matilda spoke on behalf of viewers because fans flocked to X, formerly known as Twitter, to share that they believed Joey’s behaviour was ‘creepy’, that he was ‘obsessed’ and ‘still has feelings’ for Grace. 

‘Pot-stirring’ accusations 

While his Love Island journey seemed settled with Jessy, Joey began to infuriate viewers for a different reason – pot-stirring. 

As everyone headed to Casa Amor, Joey was branded the ‘main villain’ of the season after ‘egging on’ the other Islanders to betray their couples. 

The majority of the boys took advantage of Casa, with Wil Anderson, Sean Stone, Ayo Odukoya, Trey Norman and Konnor Ewudzi all exploring new connections.

While Ciaran Davies and Joey remained the only two boys to stay loyal to their partners, Nicole Samuel and Jessy.

But viewers soon insisted that Joey was playing a game, as he was vocal in telling everyone to keep their options open and cheer them on, while he stayed sleeping outside in the daybeds.

And fans watching from home declared they had figured out Joey’s plan, saying he was purposefully ‘egging everyone on’, so that he could look like ‘the nice guy’.

Reaching the final week, irritations with Joey’s ‘pot-stirring’ reached boiling point and he won the award in a very explosive Grafties episode. 

The Islanders were nominated for categories voted for by the public which included ‘It’s Giving One Sided’ and ‘Most Dramatic Performance.’

Joey took centre stage for the most part where he was nominated for three awards Ultimate Pot Stirrer, Flirtiest Performance and Unfinished Business category. 

For the Flirtiest Performance award, his conversations with bombshell Lola were aired on the big screen for all to see, leaving his partner Jessy Potts less than impressed with his antics as she said: ‘Well you used the trouble maker line on me first… if she put in more of a graft would you have failed the test?’ 

When clips for the nominees for ‘Unfinished Business’ were shown things really kicked off after early VTs of Grace Jackson and Josh Oyinsan were shown where Grace admitted that she fancied Josh, Joey could be heard sarcastically saying ‘No way, that’s so bad!’ and then continually asking ‘Do you still fancy him, yes or no?’

Josh clapped back: ‘The question is, do you still fancy her?’ 

Joey pointing at his couple, Jessy said ‘Look what I’ve got. My situation with Grace is very different.’

Also in the nominations category were Grace and Joey. Past clips showed Joey repeatedly saying to Islanders that he thinks Grace – who he once dated prior to the show – still had feelings for him.

After he was heard saying to Jessy: ‘I think she has latched onto you because she can’t have me’ he turned to the villa and confidently confirmed: ‘Straight facts.’ 

The Islanders blasted Joey for making comments that were ‘unnecessary’, while viewers agreed.

Ofcom complaints 

After Samantha’s brutal dumping when Grace stole Joey, ITV was hit with more than 100 Ofcom complaints.  

Infuriated viewers took to social media demanding ‘justice’ for her and it was then revealed that 121 complaints were made to Ofcom about the dating show.

The broadcaster confirmed to MailOnline at the time that the majority were about the brutal dumping.

Ofcom was again hit by a flurry of complaints about Joey’s behaviour after he was accused of meddling in rival’s relationships, alongside Sean Stone, at the Grafties. 

During Sunday night’s episode, 253 viewers issued a complaint to the broadcasting regulator about Joey and Sean’s treatment towards their fellow islanders during the Grafties Awards.

Ofcom confirmed that the complaints were related to the duo’s behaviour towards some of their contestants.

‘Problematic’ rap performance 

Just a day later it was the talent show, during which Joey decided to do a rap about his time in the villa. 

However it went down like a lead balloon with both the Islanders and viewers, as his performance was branded ‘cringe’ and even ‘problematic’. 

Joey came out wearing a gold chain, 90s sunglasses and a backward cap to perform the song he had written on his phone. 

The rap included mentions of all his fellow Islanders and the klaxon to indicate his time on the stage was up went off twice, but he kept going.  

As the klaxon sounded a third time, the islanders applauded, but Joey quipped: ‘Wait, wait, wait. When I say secret – you say mission. Secret…’ – in reference to an awkward moment where he was asked by Mimii Ngulube to get Ayo Odukoya to meet her on the terrace.

This resulted in an awkward silence, with Joey asking: ‘Anyone? Well that didn’t go that well did it?’