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Fans of the ITV2 reality show have been swapping notes about a background detail they said is "killing me"

Love Island viewers have been left distracted by a "cringe" background detail on the show.

As is the case every year, the ITV2 reality programme partners with a number of big brands who stock the villa with everything from cosmetics and clothes to the coffees the cast drink.

This year, the show's classic morning coffee ritual has come under particular scrutiny given fan favourite Lorenzo Alessi's refusal to make his partner one. As long-time fans know, the boys tend to make a morning coffee for the girl they're most interested in or coupled up with, and present it to them in the dressing room.

However, Lorenzo had bucked the trend until recently, turning down his partner Julia Majchrzak's request for a coffee due to a "promise" he had made himself. It has since emerged that this promise was to his mum, who appeared on Love Island's companion show, Aftersun, to shed light on her son's strange rule.

"He's been watching this since he was a kid with me; it's my favourite programme, I watch it every year. And he's always been like, 'I've never ever seen a girl make a coffee for a guy," she recalled.

The Alessi matriarch continued: "To wind me up he said, 'I promise you, I'm not going to make anyone a coffee'. He said it the other day: 'I made a promise' - that promise was to me."

While Lorenzo has now caved and given Julia her coffee, fans have noticed the product placement has been particularly obvious this year. Friday night's episode (July 10) especially featured plenty of lingering shots of Nescafe products which didn't go unnoticed by viewers.

One fan remarked: "The Nescafe product placement is sending me. The camera pan across the bottles, the labels all facing forward, the focus on everyone making and drinking their ice coffees."

Another said: "The Nescafe advertising is so cringe!" while a third added: "I thought the ads break was finished, why am I seeing Nescafe getting glam shots?"

Meanwhile a fourth joked: "The only time Lorenzo makes a girl coffee being when the producers force him to for the Nescafe sponsorship deal," a theory echoed by another reality fan who said: "I am convinced Lorenzo only made Julia a coffee because they had to do a Nescafe advert."

"The obvious Nescafe product placement is killing me so bad," added another viewer. "Nescafe paid more than Solero to feature tonight then," quipped a seventh fan.

Love Island airs Sundays to Fridays at 9pm on ITV2 and ITVX.