Celebrity Big Brother UK is facing growing criticism from fans and LGBTQ+ advocates after airing a deeply emotional moment in which JoJo Siwa discussed her gender identity — despite saying she was “not ready” to talk about it on television.
During the April 8 episode, Siwa, 21, appeared visibly distressed as she opened up in a private conversation, revealing confusion about her gender identity and sharing that she didn’t feel ready to define herself publicly. Viewers have since taken to social media to accuse the show of exploiting a vulnerable moment and potentially pressuring the former Dance Moms star into coming out before she was ready.
“It’s something that I’m not necessarily ready to be open about,” Siwa said tearfully during a conversation that aired on national television. “It has to do with gender and how I feel… I’ve met a lot of people in my life that are non-binary, and these beautiful non-binary people are who I feel the most like.”
Despite her clear discomfort, Big Brother included the scene in the final edit, leading to an online uproar from fans who argued that the conversation should have been kept private. The star recently had moments on the show with Mickey Rourke that went viral for his hurtful and homophobic comments about the ‘Dance Moms’ alum.
Fans Condemn the Show for Airing the Scene
Social media was immediately flooded with reactions, many of which expressed concern and disappointment with ITV and the Big Brother production team.
“Only me who thinks it’s totally out of order for CBB to air?” one viewer wrote on X (formerly Twitter). “JoJo is obviously upset and uncomfortable to the point of saying ‘it’s not something I want to say about myself yet,’ but it’s been broadcast on national television? ITV could’ve easily cut that from the edit.”
Another fan wrote, “They should have edited that conversation with JoJo out. It seemed pretty clear she didn’t want that out there yet. She deserves to share her journey when she’s ready.”
Others questioned whether the show had unintentionally “forced” Siwa to come out as non-binary, with comments like: “Did Big Brother accidentally force JoJo Siwa to come out as non-binary?” and “JoJo just came out as non-binary on Big Brother and I don’t think she meant to.”
Despite the criticism, Big Brother offered a brief acknowledgment of Siwa’s courage on-air. “JoJo, thank you for being so honest and sharing with Big Brother,” the voice of the show told her. Siwa, through tears, responded, “Of course. It’s important to be honest, and I think it’s important to show that it’s okay to not know.”
Siwa’s Identity Journey: Public but Personal
Siwa first came out publicly as pansexual in 2021 and has described herself as gay in recent interviews. She is currently in a relationship with Kath Ebbs, a non-binary content creator and LGBTQ+ advocate. The two have been open about their love and support for one another, and Siwa has often spoken about her ongoing journey of self-discovery.
In a recent episode of the We Need To Talk podcast hosted by Paul C. Brunson, recorded just before her entrance into the Celebrity Big Brother house, Siwa discussed the evolving nature of her sexuality and identity.
“That journey is one I’m still on for sure,” she said. “I never thought twice about anything until I met people who made me feel differently.”
Siwa shared anecdotes from her teenage years, including falling for a girl she met on a cruise ship — a moment that prompted her to begin questioning her identity. She also described her early experiences with understanding attraction and how that helped her discover her truth.
“[That girl] was the first person I said, ‘I have a crush on a girl’ to,” Siwa said. “My mom asked, ‘Do you like her as a friend or as more than a friend?’ and I can’t lie to save my life, so I said, ‘More than a friend.’”
She also reflected on the moment pop icon Elton John reached out to her after her public coming out. “He just wanted to say how proud he was of me,” she said. “I thought it was all positive… and then I scrolled and saw how homophobic people still are. That was eye-opening.”
The Larger Conversation About Consent in Reality TV
This controversy has reignited broader conversations about ethics and consent in reality television, especially when it comes to LGBTQ+ participants. Critics argue that while reality TV thrives on intimate moments, producers have a responsibility to protect the emotional well-being of their cast — especially when dealing with sensitive issues like gender identity.
LGBTQ+ advocacy groups have also weighed in, emphasizing the importance of allowing individuals to come out on their own terms.
“No one should be pushed to define or explain their identity on someone else’s timeline — especially not for entertainment,” one advocate wrote on X.
As the debate continues, JoJo Siwa has not yet released a public statement regarding the episode. Meanwhile, ITV and the producers of Celebrity Big Brother have also remained silent, leaving fans awaiting an official response to growing concerns about privacy, consent, and representation.
