This week's dramatic episodes saw Rosie Williams, Adam's current partner, left in tears when he made a move on new girl Zara McDermott.
"I don't think you've any idea how much you've really hurt and upset me," she told him.
"You've literally had what you've wanted and ditched me twelve hours later," she continued, as Adam appeared to smirk back at her. "You can't treat girls like that."
Rosie accused Adam of 'tricking girls', telling him: "You've let me literally break my heart today and you sit here now and you're still cocky, and smug about it," before storming off in tears.
Viewers slammed Adam for his actions and the scenes have now led to charity Women's Aid to speak out.
Katie Ghose, chief executive of the domestic abuse charity, said: "In a relationship, a partner questioning your memory of events, trivialising your thoughts or feelings, and turning things around to blame you can be part of pattern of gaslighting and emotional abuse."
Katie praised Rosie for calling out Adam's "unacceptable behaviour."
She added: "We ask viewers to join her in recognising unhealthy behaviour in relationships and speaking out against all forms of domestic abuse – emotional as well as physical.
“It is only when we make a stand together against abuse in relationships that we will see attitudes change and an end to domestic abuse.”
Love Island continues nightly on ITV2.