We’ve all done things we’re ashamed of under the influence of alcohol. But how many of us can say we’ve been unfortunate enough to have our antics splashed across the tabloids and broadcast on live television? What’s more, who can honestly say they’ve had their reputations destroyed due to a momentary leave of their senses?

Unfortunately, Luisa Zissmann can now take her seat among those unfortunate few.

You see, I was unfortunate enough to catch a brief glimpse of Celebrity Big Brother a few nights ago, and have been watching with horror ever since. I’m not watching because I find it exciting, I’m watching because I’m witnessing something so psychologically damaging it’s difficult to switch off. It’s the same morbid curiosity that was so famously played out within the film Crash (2004).

If you’re mature enough to have avoided this horror-show so far, you’ll have hopefully missed seeing the latest casualty of rating-grabbing and morally bankrupt reality television. Yep you’ll have missed Luisa Zissmann forget where and who she was during an alcohol-fueled truth or dare game. You see, last night she bowed under the pressure of her new housemates (just 12 days in) and allowed herself to be publicly degraded by the simple-minded (and too eager to join in) Dappy. He was instructed to lick her somewhere inappropriate, and she showed herself to be an expert mannikin.

Quite frankly you can pick your source… The Mirror, Heatworld, The Sun…

I suspect we’ll she a very contrite and regretful Luisa leave the Big Brother house in a few weeks time. On BBC’s Apprentice she showed herself to be a strong, articulate and confident young woman - primed to really make something out of herself. Now she’ll be forced to claw back her dignity and try to reclaim a once-burgeoning business empire as investors and clients will have lost confidence in her. Not only this, but she’s a mother. When both are reunited I can only imagine she’ll be horrified at the message she’s sent to her young daughter.

I can only see this ending badly for her as she lands with an uncomfortable thump back to her daily life. We’ll see her gracing the This Morning couch in tears. We’ll see pictures of her looking distraught, pathetic and vulnerable as she recounts her experience of Big Brother in the papers. We’ll see another young woman’s life torn apart by the relentless sex-obsessed media machine.

The great sadness is, she won’t be able to take any of her actions back. They’re ‘out there’ in the most spectacular technicolour our Great British press can muster, and searchable by her daughter when she’s old enough to do so. It’s truly heartbreaking that the image she’s worked so hard to cultivate until now, now lays around her ankles like those pink knickers we’ve all now had the displeasure of seeing.

Rather than lingering on the fact that Luisa Zeissman has let herself down in a moment of sheer stupidity, we should look to Channel 5 and the Big Brother format as the culprits here. Celebrity Big Brother has systematically plied these young people with alcohol, and placed them in pressurising and sexually-charged situations purely to exploit them. Take the cringe-worthy X-rated task for example, where housemates were encouraged act ‘extreme’ for a luxury food budget. Everything that room was set up to bring about the worst in them - including the table full of alcohol. It’s not surprising that the more experienced, media savvy, and conservative housemates were placed in an altogether less intimidating environment - they would have left via the diary room door in outrage, tearing up their contracts as they go.

It’s not on, it’s not entertaining, and it’s completely irresponsible. I honestly pity the poor girl. Once again we see another promising young woman fall prey to the nation’s insatiable appetite for the provocative and titillating.

Pull the plug now Celebrity Big Brother. I can’t even bring myself to say please. Enough is enough.