Jason Gardiner has blasted "Love Island" stars for appearing on the show as a "fast-track to stardom".
The "Dancing on Ice" judge has hit out at people who get jiggy with it on TV "in order to be famous", and admits he is shocked that fame is no longer about "being inspirational" or having a "special talent".
He said: "It's amazing what people will do in order to be famous.
"In my day you were a celebrity because you were good at something.
"Now it's not about being inspirational or having a special talent.
"It is literally about their love lives. You watch them do it, sex on an island.
"It is like a fast-track to stardom."
But Jason has warned wannabes looking for fame in such a way that they will only be seen as stars for a very short time.
He is quoted by the Daily Star newspaper as saying: "Sadly, that does not often become the case. And you have nothing to back it up and it is fleeting fame."
Jason's comments come days after The Apprentice's Claude Littner - who acts as an aide to Lord Alan Sugar on the BBC business show - hit out at "Love Island" as "soul-destroying viewing" and blasted the contestants as "completely brainless" and "self-obsessed".
In a series of tweets, Claude wrote: "I'm going to take one episode at a time. It is soul destroying viewing, but I will not be deterred!
"Unfortunately it is a marathon and not a sprint. Honestly, I don't know how much more of this I can bear. It is beyond doubt the worst tv programme.....and yet.....I am still watching!!
"I am watching, but not sure how much more of this unadulterated drivel I can take.
"It is appalling. Do you have the stomach for it? Not for the faint hearted!
"Love Island is a great talking point. It is that bad! (sic)"
In response to one fan who could only manage eight minutes of the latest series launch, he replied: "You should have watched a bit longer. They are actually.....completely brainless and self obsessed. (sic)"