Molly-Mae Hague has ignited outrage after her tell-all miniseries Molly-Mae: Behind It All scooped the NTA for Authored Documentary.
The six-episode series launched on Prime Video in January this year and chronicles the establishment of the Love Islander's fashion brand in the wake of her separation from professional boxer Tommy Fury.
She triumphed over competing series including There's Only One Rob Burrow, Flintoff and Strictly Amy: Cancer and Me.
Audiences who watched the NTAs on Wednesday evening (10th September) were left incensed as they slammed Behind It All's superficial content compared to its rivals.
One X (formerly Twitter) user raged: "Molly Mae winning an NTA over Rob Burrow or Amy Dowden is everything that is wrong with the world #NTAS", reports the Mirror.
"All those wonderfully powerful documentaries and Molly Mae won!?" another declared.
A third commented: "As if it couldn't get any worse. Molly b****y Mae winning an #nta over the Rob Burrows or Amy Dowden documentaries?? @OfficialNTAs again, what on earth?"
Someone else seethed: "Molly Mae winning that award over the inspirational people like Amy Dowden and Rob Burrow is a massive slap in the face, that's disgusting. #NTAs"
And a final viewer enumerated: "Freddie Flintoff - Nearly Died, Rob Burrow - Died, Strictly Amy - Living with cancer, Molly Mae - Split up with her boyfriend.
"Which one wins the NTA... absolute b******s."
Nevertheless, other viewers have rallied to the influencer's defence as it wasn't her choice which documentaries she was up against.
One viewer highlighted: "Let's just remember that it wasn't Molly Mae's fault she won this and her speech and reference to Rob Burrow's wife and daughters was lovely."
Others have also noted the rather subdued reaction from the live audience present at the O2 Arena.
Molly-Mae has since reunited with Tommy, confirming their reconciliation back in May.
On the NTAs red carpet she disclosed he was remaining at home to care for Bambi whilst she attended the ceremony.
She revealed to the Sun: "She's not so much a baby anymore, she's a toddler now, but she's at home with her dad tonight."
The reality star also mentioned she was "so proud" of Tommy following the triumph of his new BBC documentary Tommy: The Good, The Bad, The Fury.
The NTAs are available to watch on ITVX.
