New ceiling paint bubbling off

Muppet81

Hello

Are there any decorators out there who could give some advice please.
Repainting our bathroom using Farrow & Ball emulsion. 
Hubby decided to use some white emulsion (not F&B) as a base coat on the ceiling. It smelt awful, I suspect it had gone off.
The next day, he put on the first coat of F&B. 
A few hours later, the paint was bubbling off.
Today, he rubbed it down with sandpaper, wiped with sugar soap, let it dry, then tried the F&B emulsion again.  Even worse this time. Bubbling up and flaking off all over.
Not sure how to proceed.

ChilliBob

Could be a few reasons and pictures may help. 

If you have a problem surface something like Zinzzer 123 plus can act as a good primer for other paint. If you scrape/sand it all off again you could use that...

I use Zinzzer perma white matt in my bathroom on the ceiling 

Muppet81

Difficult to get pics, lights disconnected at the moment.  
Having Googled, it is definitely a bubbling issue. Thanks for the suggestion. Haven't heard of that particular product.

ChilliBob

Zinsser make a range of products to do with problem surfaces, such as peel stop, stain cover, anti mould etc, perhaps check their website, or even email them - I did before and they were helpful