TUI Ends Sponsorship of Married at First Sight Across UK, Australia, and US
Europe's leading travel operator, TUI, has terminated its sponsorship of three versions of Married at First Sight Australia airing on – specifically the UK, Australia, and US editions.
TUI informed :
"Following the broadcast of the Panorama programme and discussion with , we have taken the decision to end our sponsorship of Married at First Sight".
On Monday, TUI stated it was "pausing" its sponsorship activities after two women told the BBC they were raped during filming of 's prominent show, Married at First Sight UK, while a third woman described an allegation of a non-consensual sex act.
TV critic Scott Bryan commented on Thursday that although the non-UK versions "do not have anything to do with these recent allegations, it shows how the reputation of MAFS brand itself is being affected by this news".
The women featured in the Panorama documentary stated that the show did not provide sufficient protection for them.
Lawyers representing CPL, the independent production company responsible for the UK version, asserted that their welfare system is "gold standard" and industry-leading, and that they acted appropriately in all relevant cases.
Bryan emphasized the significance of TUI withdrawing from the Australian edition – often referred to as MAFS Oz – as well as the UK version, noting, "it's a hugely popular and lucrative show for , especially with younger viewers".
and Ofcom Responses
was aware of some allegations prior to the Panorama broadcast, and all episodes featuring the women involved had been available on its streaming platform.
Speaking on Good Morning Britain on Thursday, Ofcom's chief executive Dame Melanie Dawes indicated that the media regulator will strengthen its guidance concerning reality shows if necessary.
"What we always try to avoid is being really specific about, 'You can do this and you can't do that', because fundamentally the responsibility is with and its production company, or with ITV or BBC or whoever is producing these shows, to get this right," she explained.
"If they have not got right, this is going to be a serious issue.
"It's very live, but it does raise really serious concerns. If we need to tighten our guidance then we absolutely will."
She continued: "Sometimes we do have these wake-up calls where, as a country, we just go, 'This has gone too far.'"
On Monday afternoon, announced it had removed all episodes from streaming and linear services, as well as from MAFS UK social media channels.
's CEO expressed on Wednesday that she was "deeply sorry" for the distress caused to women, acknowledging that it was "clear".
Priya Dogra had previously declined to apologise when questioned by a reporter following the Panorama broadcast on Monday, although she did express her "sympathy" for those who spoke out.
However, during a press briefing on Wednesday marking the release of the network's annual report, she issued an apology and stated she found the women's accounts "very troubling" to witness.
Serious Concerns and Clarifications
Dogra also clarified that the latest season of MAFS UK – which has already been filmed – has not been cancelled, despite media reports suggesting otherwise.
She emphasized that welfare across all programmes is "hugely important" and "a primary concern".
However, Dogra noted that cannot investigate the women's allegations, which the men involved have denied, adding:
"We are a broadcaster, not an adjudicator."
Last month, commissioned an external review into welfare practices on the show.
A group of Members of Parliament has written to requesting answers regarding what they describe as "horrifying" allegations aired by Panorama.
The House of Commons Culture, Media and Sport Committee has sent letters to both and broadcast regulator Ofcom, seeking information about their actions and responses to the claims.
Brand Impact and Show Format
Married at First Sight UK, commonly known as MAFS, features single individuals agreeing to "marry" complete strangers, meeting for the first time at staged weddings.
These marriages are not legally binding, but viewers observe the couples as they go on a "honeymoon," move in together, and navigate their relationships, all while being filmed nearly every day.
On Tuesday, police urged potential victims of sexual assault related to the UK reality TV show to come forward.
A Metropolitan Police spokesperson stated:
"At this time, we have not received any criminal reports in relation to this matter.
"We will be making approaches to the relevant production teams to ensure that anyone they have spoken to is aware of how to report any criminal allegations to police.
"We continue to encourage anyone who believes they have been a victim of sexual assault, no matter how long ago it happened, to get in touch with us."
