Nine and Endemol Shine are under scrutiny after Married at First Sight (MAFS) became the subject of a police investigation following allegations that contestant Paul Antoine acted violently in an altercation with his on-screen partner, Carina Mirabile. NSW Police confirmed they are investigating after a complaint was lodged with SafeWork NSW regarding workplace health and safety concerns on set, as The Sydney Morning Herald reports.
The incident, which aired last week, saw Antoine allegedly punch a wall following an argument with Mirabile, who later said she was still processing the event. “She was obviously the victim of this; you know, he acted violently in her presence,” said Joshua Fox, host of the MAFS Funny podcast. “And when I spoke to her, she was still questioning, ‘Well, maybe I shouldn’t have said what I said, which angered him.’” Fox noted that Mirabile’s reaction underscores a broader issue about how such behaviour is perceived and handled on reality TV.
MAFS couple Paul Antoine and Carina Mirabile.
Nine has since released a statement on the incident saying: “We would always cooperate with authorities in any investigation, we will not be making any further comment at this time.”
The network also added that “Nine and Endemol Shine take their obligations in respect to the health and wellbeing of the participants of this program extremely seriously.
“All participants have access to the show psychologist and welfare resources during filming, during broadcast and once the program has ended. Nine also have an additional service for participants should they like or need further individual and confidential psychological support. This service gives participants access to clinicians to support those involved in the program in relation to their experiences. This service is available to all participants for as long as they need it, it does not end.”
Brand risk: Why advertisers are watching closely
With MAFS still a major advertising draw for Nine, the controversy raises questions about how much brands are willing to associate with increasingly volatile reality content. Fox believes the backlash could make advertisers reconsider their involvement. “Why would any major brand – like Coles or family-friendly companies – want to attach themselves to something where every viewer is now saying it’s a show that enables abuse and coercive control?” he said.
MAFS has long tested the limits of reality TV drama, but as public sentiment shifts, brands may rethink their investment. “They need to acknowledge things have gone too far and reassess how they make these shows and their whole practices,” Fox added. The risk for advertisers isn’t just reputational – it’s about aligning with content that reflects their corporate values.
A tipping point
Fox believes this season marks a turning point for the franchise. “My take is that this show and the people who make it have now crossed a very dangerous line,” he said. “They’re setting a dangerous example to Australia that they are enabling this behavior.”
He also pointed to the show’s handling of duty-of-care responsibilities, questioning why action wasn’t taken earlier. “You got to think – if Nine cared enough to investigate, this happened six months ago. It’s only now a police matter because it’s on air and people are seeing it,” he said. “Producers should have gone, ‘This man has just acted violent in front of his partner during a domestic dispute. Our duty of care is removing him immediately.’”
As reality TV continues to push boundaries, MAFS may need to rethink its approach before more brands – and viewers – decide the drama is no longer worth the risk. “Every year gets more extreme,” Fox said. “Where’s the line?”