Netflix UK's newly appointed director of unscripted, Syeda Irtizaali, has defended the duty-of-care arrangements for her debut commission, the live reality format "Netflix, Will You Marry Me?", after concerns were raised about the psychological impact of the show. Speaking at the Edinburgh Television Festival, she said care for participants had been built into the show's creative process from the outset rather than treated as a compliance formality, echoing wider industry scrutiny of participant welfare following mental health issues linked to other major British reality series.

The 12-episode show will see the audience control one man's search for a wife, voting on his dates and deciding who remains in contention before he proposes to the winning contestant at the end. It is being produced by Banijay UK's Initial and Workerbee, with Big Brother veteran Katy Manley among the executive producers, and forms part of a wider push into unscripted live programming for Netflix UK, alongside "Beat Luke Littler" (launching 30 October, in which the darts champion faces the public for a £501,000 prize) and "Outside", a Sidemen-produced spin-off from "Inside" featuring a £1 million forest competition.