Miss Great Britain Zara Holland has been stripped of her title after having sex on ITV2 show Love Island.
The organisation said it was with "deep regret" that the 20-year-old had been "de-crowned" after getting intimate with Vicky Pattison's ex Alex Bowen in scenes that aired on Wednesday.
A statement read: "We pride ourselves on promoting the positivity of pageants in modern society and this includes the promotion of a strong, positive female role model in our winners.
"The feedback we have received from pageant insiders and members of the general public is such that we cannot promote Zara as a positive role model moving forward.
"We wholly understand that everyone makes mistakes, but Zara, as an ambassador for Miss Great Britain, simply did not uphold the responsibility expected of the title."
She will be replaced by runner-up Deone Robertson, who had been crowned Miss North Lanarkshire, and will now compete in the Miss World competition.
Zara said she regretted the decision in Thursday night's show.
She told the cameras: "You know when you're in the moment and it just happens. That's really not like me at all. Why couldn't we have just gone to sleep?"
The organisation said they would meet Zara on her return to the UK from the house in Majorca "to fully explain our decision and will wish her the very best going forward".
A spokesman for the show said a decision had not yet been made on when Zara would be informed.