Television favourite Emma Willis has issued a heartfelt response after facing a torrent of online criticism for a promotional giveaway that was branded 'deeply tone-deaf' by her own followers.
The backlash erupted after the 'Voice UK' host and her wellness brand, ThisisCo, launched a competition offering entrants the chance to win a £5,000 cash prize. The timing of the lavish giveaway, amid a severe cost-of-living crisis, sparked immediate fury among her fanbase.
Willis took to her official Instagram account to address the controversy head-on. In a candid Stories post, she acknowledged the feedback, writing: "Message heard… We hear you and we will do better. Thanks for the feedback, always welcome."
The initial promotional post, which has since been deleted, encouraged followers to follow both her and the ThisisCo account and tag a friend to enter the draw. This strategy was widely criticised as a 'follow grab' that exploited fans for social media engagement.
Comments flooded in from disappointed followers, with many pointing out the stark contrast between a £5,000 prize and the financial struggles facing ordinary people. One user bluntly stated the promotion felt like it was "for the rich, by the rich," while others questioned how someone with such a vast platform could be so out of touch.
This incident highlights the growing scrutiny celebrities face regarding their commercial endorsements and public interactions. Followers now expect a higher level of awareness and sensitivity from influencers and public figures, especially concerning financial matters.
Willis's decision to publicly acknowledge the misstep and promise to improve has been met with a mixed response. Some fans have praised her for listening, while others remain unconvinced, waiting to see what concrete actions follow the apology.
