Applying overcoat bubbles off the primer

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Recently purchased a house and wanted to repaint the walls in the office. Assuming it is drywall/plasterboard.
I started by washing down the walls with some light soap and water - which resulted in most of the existing white paint coming right off the wall and into the bucket. It did the same thing without any soap too. Ended up just giving the rest of it a very light wipe down.
Ordered some 'Johnstone's Joncryl Water Based Primer Undercoat' and rolled that over everything, giving it a second coat in the places where I washed a fair bit of the old paint off. Left it to dry much longer than the 2 hours it claims on the tin. Nice smooth finish, dry to touch, etc.
Next onto the overcoat of "Johnstone's Trade Covaplus Vinyl Matt" and started on the section which had most of the original paint washed off. Very soon the wet paint started forming small bubbles. I went to roll over them again and the bubbles started clumping up and removing a couple layers down - which might or might not include the primer I put on, difficult to tell because its all layers of white.
Tried a patch on another section which had more of the existing paint on it and similar behaviour - apply the overcoat and the primer starts to bubbles right off. One wall facing the exterior of the house, and one facing the interior - same thing.

What could be causing this? Am I using the wrong primer? Are the historical layers of paint messing with the new paint? What can I do to just get a coat of paint onto those walls that will stay on and not wash off? Where is this going wrong?

Obviously would like a miracle cure that is the least effort and least expense - but assuming that doesn't exist, what are my options?
 
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Probably contract emulsion lashed on over the drywall.
I'd of run the dustless sander over then the primer.
See how that works out.
Any trouble the next time sand and gardz.
Then emulsion.

Think the paint didn't like the washing over.
Made the original paint adhesion fail
 
Thanks for the suggestion!
I would prefer to avoid sanding if possible - very messy with all the dust.
Do you think if I cover what is there with a product like Gardz it will be sufficient?
 
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