The reigning Miss Great Britain, Zara Holland, was stripped of her title after getting intimate with 24-year-old tradie Alex Bowen on Love Island, a reality show that follows a group of single men and women as they complete challenges as couples before being voted out of the lavish Spanish villa week by week.

While the episode in question didn't air the explicit scenes it was "watched by around a million viewers, featured the two in bed together and what one insider described as a 'look of delight' on Bowen's face," according to The Guardian.

Days after the broadcast, organisers of the pageant said they had "no problem with sex - it was perfectly natural" but took umbrage with it happening on a program that is aired around the world, including in Australia on Eleven at 12.20am on Wednesdays.

They then made like Sir John Kerr and dismissed the 20-year-old.

"Although Miss Great Britain is the oldest pageant system in the UK, 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," a statement posted to the official Facebook page read.

"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."

The show's presenter, Caroline Flack criticised the decision and likened the pageant to "the dark ages".

A Change.org petition has been established calling for Holland to be reinstated.

"Recently Zara had a fumble which was aired on the show and now unfortunately this has cost her the title of Miss Great Britain. I think it is a harsh punishment stripping her of her title for a silly little mistake and for only being human," author Dell Bennett wrote.

So far more than 8000 people have pledged their support.

Holland has since quit Love Island after learning her mother had fallen ill.

Miss Great Britain, which is independent of the Miss Universe and Miss World organisations, has had a patchy history since its inception in 1945. To enter the regional event hopefuls must submit their talents, achievements and ambitions along with their bust size and hair colour.

In 2006 and 2007 both winners resigned and in 2005 the competition was cancelled.

Terms and conditions read similar to those of Miss Universe, where prospective beauty queens must not be over the age of 27, be married or have given birth.

Background checks are also mandatory.

"There must be nothing in your background that would bring the Miss Great Britain competition into disrepute. If found to do so you will be automatically disqualified and must return any sponsors prizes or awards given to you."

They must also not have "posed nude or topless in any publication/website". However there is no mention of what constitutes unacceptable conduct for winners.

Closer to home and Miss World Australia finalists must be aged between 18 to 24, "be a natural born female" and have a clear criminal record.

While the "Miss" aspect of Miss Universe is of paramount importance to organisers.

"They must not have ever been married, not had a marriage annulled nor given birth to, or parented a child. The titleholders are also required to remain unmarried throughout their reign," official requirements state.

Local Miss Universe representatives did not respond to Fairfax Media's requests for comment.