While we're not accusing Adam of being an abuser, and neither is Women's Aid, what we are saying is that his behaviour is unacceptable. Rosie has evidently recognised this, and felt strong enough to stand up to him, but there are many people who wouldn't have been brave enough to do the same and that's when patterns can start to emerge.
The more we have conversations about this kind of thing, the more awareness there will be that abuse can come in many forms. It doesn't require a fist in the face to constitute domestic abuse, but that doesn't make emotional manipulation any less damaging. And it's important that Women's Aid has used this opportunity to remind the millions young women avidly watching Love Island of this.