Parents in the UK are being warned not to let their kids watch Love Island after children as young as eight started "coupling up" in a school's playground.
A worried headteacher sent a letter out after noticing the youngsters were slating each other's appearance as they copied the reality show, which screens in NZ on Three.
Pupils at Ysgol Gymraeg Teilo Sant in Llandeilo, Wales were also spotted "pairing individuals together" based on how much of a good match they were.
But the role-playing game has left some youngsters in tears - forcing head Aled Rees to take action.
He wrote in a letter to parents: "I am of the opinion that primary school pupils aren't mature enough to watch a programme of this nature where a person's appearance is more important than their personality.
"This isn't the kind of message that we promote in the school. These individuals are no role models for our children and I would encourage you to consider whether the programme, language and sexual nature is a thing that you wish your children to see, hear and emulate.
"The influence of the programme has led to pupils commenting on others' appearance and pairing individuals together as they are a 'good match'.
"I'm sure that there are better ways to spend time with your children and more appropriate programmes they could be watching."
The headteacher also pointed out there were a number of other concerns - including the show not being aired until 9pm in the UK.
In New Zealand the show airs at 5PM.
He said year 4 kids were also coupling each other up "based on their looks" as he explained the contestants were "no role models for our children".
The decision has been supported by parents - who argue the show is "very suggestive".
Simone, whose two daughters aged eight and ten attend the school, said: "It is something we have said to the children - it is not appropriate for them to watch. It has an adult theme."
The hugely successful show is currently in its fifth series and sees a host of hot, young singles looking for love in Majorca.
The winning couple voted for by the public then scoops a large cash prize.