Miss Great Britain, Zara Holland, has been 'de-crowned' after having sex on UK reality TV show, Love Island.
Earlier this week, 20-year-old Holland and fellow contestant, 24-year-old Alex Bowen were filmed in bed together during an episode of the UK dating show.
While the pageant organisers claim they don't have a problem with sex, it is understood they do not condone such intimacy on television.
"Following recent actions within ITV2 show 'Love Island' it is with deep regret that we, the Miss Great Britain Organisation, have to announce that Zara Holland has formally been de-crowned as Miss Great Britain," the statement read.
"As an organisation we have not taken this decision lightly, we are close to all of our winners and wherever possibly stand by them during their rein. That said, we feel we have no choice but to make this decision under the circumstances.
While no explicit scenes were actually shown between Miss Holland and Mr Bowen on Wednesday night's episode, it was made apparent what had happened the following night.
"You know when you're in the moment and it just happens," Miss Holland told the cameras. "That's really not like me at all. Why couldn't we have just gone to sleep?"
Love Island presenter Caroline Flack was disappointed in the decision made by the Miss Great Britain, saying Holland was a "very sweet girl" and that the organisation was "living in the dark ages".
Miss Holland was informed of the pageant's decision off camera to avoid humiliation of finding out through new contestants entering the show. Show officials said the young beauty took the news "fairly well".
"Viewers will be able to see her reaction and her telling the rest of the Islanders on Sunday," they told the Sun.
"She is now back in the villa and has chosen to remain in the show."
The official statement from the pageant officials said that it was with "deep regret" that the organisation had to strip Miss Holland of her title.
"The feedback we have received from pageant insiders and members of the general public is such that we cannot promote Zara as a positive role model moving forward.
"We wholly understand that everyone makes mistakes, but Zara, as an ambassador for Miss Great Britain, simply did not uphold the responsibility expected of the title."
The organisation have announced that the first runner up, Deone Robertson, will be Miss GB for the remainder of the year.
Contestants on Love Island are required to couple up in a race against time, with any who stay single threatened with elimination and losing out on AU$97,000.