Big Brother fans have blasted ITV bosses and demanded tougher punishments after housemate Sam Ashby broke yet another rule.

During Wednesday evening’s episode of the hit ITV reality show, the housemates were still suffering sanctions of no hot water, basic rations and no luxury items after a series of previous rule breaks.

But things went from bad to sticky when it emerged that Sam, 27, had been hiding a secret stash of honey.

Despite trying to keep it under wraps, cameras caught Sam sneaking spoonfuls of honey into his drink and his porridge.

Big Brother soon gathered everyone on the sofa, demanding: ‘Housemates, what is it about the rules that you do not understand?’

Caroline grumbled: ‘Oh no…’ while a sheepish Sam muttered: ‘Oh, f***’s sake.’

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Big Brother fans have blasted ITV bosses and demanded tougher punishments after housemate Sam Ashby broke yet another rule

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During Wednesday evening’s episode of the hit ITV reality show, the housemates were still suffering sanctions of no hot water, basic rations and no luxury items after a series of previous rule breaks

Big Brother continued: ‘Sam. Stand up… Sam, have you got anything you want to tell Big Brother?

‘Big Brother suggests you think very carefully about your next words. Sam, you’ve got yourself in quite a sticky situation. Sam, what do you have to tell Big Brother?’

The guilty housemate confessed: ‘Well, I had some honey left over from the honey jar and, um, misplaced the cup of honey.’

Big Brother then instructed Sam to retrieve his cup of honey and bring it to the Diary Room.

However, once he entered the diary room, he discovered a gigantic jar filled with honey sitting on a side table.

Big Brother announced to the housemate his punishment, saying: ‘Seeing how much you love honey, Sam, Big Brother has got just the thing for you… as punishment, you must give yourself a full honey makeover, face and hair included…

‘Sam, there’s one more thing. From this moment on, you shall be renamed Honey until Big Brother decides otherwise.’

Sam was then directed to slather himself all over with the honey, and he exclaimed: ‘Oooooo, it actually feels alright… it does taste nice.’

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View gallery

But things went from bad to sticky when it emerged that Sam had been hiding a secret stash of honey, and cameras caught him sneaking spoonfuls of honey into his drink and porridge

+6
View gallery

Big Brother then instructed Sam to retrieve his cup of honey and bring it to the Diary Room. However, once he entered, he discovered a gigantic jar filled with honey sitting on a side table

+6
View gallery

Big Brother announced to the housemate his punishment, saying: ‘Seeing how much you love honey, Sam, Big Brother has got just the thing for you… as punishment, you must give yourself a full honey makeover, face and hair included…’

+6
View gallery

Sam was then directed to slather himself all over with the honey, and he exclaimed: ‘Oooooo, it actually feels alright… it does taste nice’

However, viewers at home were less than thrilled with the ‘ridiculous’ punishment, calling for stricter penalties given the repeated rule violations from the housemates

However, viewers at home were less than thrilled with the ‘ridiculous’ punishment, calling for stricter penalties given the repeated rule violations from the housemates.

One disgruntled viewer fumed: ‘This punishment is ridiculous, how silly and what a waste.’;

‘Caroline pretending she didn’t know about the honey. Chuck her out just for that.’; ‘Can big brother just grow a pair and put rule breakers up for eviction.’;

‘PUT THE RULE BREAKERS UP FOR EVICTION’; ‘Big brother forcing Sam to wear honey/changing of the name when they could’ve put him straight up for eviction ugh.’

But things didn’t end there. Viewers were further enraged when Big Brother rewarded the housemates after Ferida completed a secret mission, which involved convincing others that she had previously held unusual jobs.

One unimpressed viewer exclaimed: ‘A TAKEAWAY FOR THE WHOLE HOUSE? THEY ARE HAVING A LAUGH, THEY ARE MENT TO BEING PUNISHED!’;

While another agreed, asking: ‘Why they getting chance of a takeaway after skipping the shopping task, then breaking 286 rules as well?’;

‘Big Brother is too soft! Punish the housemates for breaking the rules one minute then rewarding them with a takeaway the next.’

Big Brother airs on ITV2 and ITVX at 9pm from Sundays to Fridays.

GANI 

AGE: 39

FROM: Altrincham, originally Essex

OCCUPATION: Pizza restaurant manager

WHAT ARE YOU MOST LIKELY TO GET NOMINATED FOR?  Sometimes if I find something annoying, I will speak my mind – but in the nicest possible way.

JENNY

AGE: 20

FROM: Derry

OCCUPATION: Make-up Artist

WHAT DO YOU BRING TO THE HOUSE? I think I will bring a lot of craic to the house. I think I will try my best to make everybody laugh and just be positive.

TEJA 

AGE: 18

FROM: Bristol

OCCUPATION: Cleaner

WHAT WOULD YOU DO WITH THE MONEY IF YOU WON?  I would definitely put a deposit down on a house. In Bristol, or maybe Newport because Bristol is super expensive

SAM

AGE: 27

FROM: Bradford

OCCUPATION: Zumba Instructor

DO YOU HAVE A STRATEGY TO WIN? If I had a strategy, I would forget it halfway through, so I’m not going to give myself that task. I’m just going to be me and hope for the best.

CAMERON

AGE: 22

FROM: Farmer

OCCUPATION: Taunton

WHAT ARE YOU MOST LIKELY TO GET NOMINATED FOR? I don’t really know. I suppose I’ll have to find out.

ELSA 

AGE: 21

FROM: ESSEX

OCCUPATION: Content Creator

WHAT DO YOU THINK YOU’LL BRING TO THE HOUSE? Sunshine and laughter.

EMILY 

AGE: 25

FROM: Northampton

OCCUPATION: Political Events Manager

WHAT ARE YOU MOST LIKELY TO GET NOMINATED FOR? I think I’m most likely to be nominated for talking too much or being too loud, because I just let the impulsive thoughts out.

MARCUS 

AGE: 22

FROM: Manchester

OCCUPATION: Mechanical Engineer

WHY DID YOU APPLY TO BE ON THIS NEW SERIES OF BIG BROTHER? I just thought why not – this is something that not many people get the opportunity to do, and to say that I’ve done it is so surreal – those are the sort of things I love to do.

NANCY   

AGE: 22

FROM: Glasgow

OCCUPATION: Graduate

DO YOU HAVE A STRATEGY TO WIN? I feel like I should have a strategy, maybe people do, but I don’t. I’m just going to be myself and see how it goes.

CAROLINE 

AGE: 56

FROM: Canvey Island

OCCUPATION: PR

WHAT ARE YOU MOST LIKELY TO GET NOMINATED FOR? Being ratty. Because I can’t stand people that snore, chew or make any noise. So, I’ll probably be a bit ratty.

TATE

AGE: 27

FROM: Falkirk

OCCUPATION: Business Owner

WHAT DO YOU THINK YOU’LL BRING TO THE HOUSE?  Being part of the ‘buff butler’ stuff, you naturally fall into the role of an entertainer, getting folks chatting and mingling and maybe playing a couple daft games.

CAMERON B

AGE: 25

FROM: Bolton

OCCUPATION: Personal Trainer

WHAT DO YOU THINK YOU’LL BRING  TO THE HOUSE? Energy. A bit of annoyance. And maybe a bit of controversy.

FEYISOLA

AGE: 33

FROM: London

OCCUPATION: Financial Investigator

WHY DO YOU THINK YOU’LL BE NOMINATED? Snoring, and talking too much or talking to myself.

ZELAH

AGE: 25

FROM: South London

OCCUPATION: Personal Trainer

WHY DID YOU APPLY TO BE ON THIS NEW SERIES OF BIG BROTHER? Being trans, I think that a lot of the media narrative at the moment is taken out of our hands, and it will be nice to re-centre that and retake control.

GEORGE

AGE: 23

FROM: Braintree

OCCUPATION: Parish councillor

WHAT WILL YOU DO WITH THE PRIZE MONEY? My first and foremost priority would be getting my parents mortgage free because that sort of thing matter.

RICHARD

AGE: 60

FROM: London

OCCUPATION: Composer and author

DO YOU THINK YOU CAN WIN THE SHOW? Most people who would watch this show are going to be at the younger end of things and are going to identify more closely with the younger housemates.