The final episode of I’m a Celebrity… Get Me Out of Here! left more than just a winner in its wake — it sparked a firestorm of debate over whether Adam Thomas was given an unfair advantage during the season. As public speculation grew, ITV issued a firm denial, calling the claims "completely unfounded." Yet behind the network’s clean-cut response lies a deeper conversation about fairness, star power, and how reality TV productions manage outcomes.
This isn’t the first time a reality show has faced accusations of manipulation. But what makes the Adam Thomas controversy stand out is the timing, the nature of his journey, and the reactions from both fans and fellow campmates. Let’s break down what happened — and why ITV’s denial may not be enough to quell the backlash.
The Final That Ignited the Controversy For weeks, I’m a Celebrity followed the usual rhythm: trials, eliminations, jungle drama. Adam Thomas, known for his role in Waterloo Road and his candid discussions about mental health and addiction, entered the show with a sympathetic backstory. But as the final approached, viewers noticed a pattern — one that felt less like luck and more like scripting.
Thomas consistently avoided high-pressure trials, particularly those involving animals or extreme physical challenges. While other celebrities tackled spiders, snakes, and freezing conditions, Adam appeared to be shielded from the most grueling tasks. Then came the final five. Despite not being one of the most dominant performers in trials, he advanced — overtaking fan-favorites who had endured more physically and emotionally taxing experiences.
When he placed second behind the winner, the backlash erupted. Social media lit up with accusations: Was Adam given easier challenges? Did producers steer him toward the endgame?
ITV’s Response: A Firm, Unapologetic Denial
Faced with mounting criticism, ITV released an official statement:
“All celebrities on I’m a Celebrity are treated equally. Trial selection is determined by a combination of random draw, medical assessments, and production needs. Claims of favouritism are without merit and do not reflect how the show operates.”
The statement emphasized that trial assignments are not influenced by producers’ preferences or a contestant’s fame. Instead, they’re governed by a mix of randomness, health and safety protocols, and narrative pacing.
But is that really how it works?
Insiders from previous seasons have suggested that while trials are technically randomized, producers retain editorial control over who appears in key moments. This doesn’t necessarily mean rigging — but it does mean that storytelling often takes priority over pure competition.
In Adam’s case, his redemption arc — from former addict to sober family man facing his fears — made him a compelling character for the final stretch. Whether that was exploited for emotional impact or crossed the line into unfair advantage is where opinions diverge.
How Reality TV Balances Drama and Fairness
Reality TV has always walked a tightrope between authenticity and entertainment. Shows like I’m a Celebrity aren’t documentaries — they’re structured narratives built on tension, transformation, and triumph.
Producers don’t just record events; they shape them. Editing decisions, music cues, and trial placements all contribute to a contestant’s perceived arc. Adam Thomas’s journey — marked by vulnerability, emotional confessions, and gradual self-improvement — fits a classic redemptive storyline. It’s the kind of arc that resonates with audiences, keeps viewers engaged, and boosts ratings.
But when a contestant benefits from that arc in tangible ways — like avoiding difficult trials — the illusion of fairness wavers.
Consider this: had a lesser-known contestant skipped multiple key trials, would they have made the final? Likely not. But when a recognizable face with a powerful story does the same, producers may lean into that narrative, even if it bends the rules of competition.
Viewer Reactions: Outrage, Support, and Confusion
Public response has been sharply divided.
On one side, fans defended Thomas, calling the accusations sour grapes. “He faced his fears, opened up about mental health, and earned his place,” one viewer tweeted. “Stop dragging him because he’s not your favorite.”
Others were less forgiving.
“Adam didn’t do a single proper Bushtucker,” one critic posted, listing the trials he skipped or received reduced versions of. “Meanwhile, [another contestant] ate live rats and got eliminated. That’s not fair — that’s scripting.”
Even former contestants weighed in. A past jungle star, who requested anonymity, told The Sun: “You don’t get to the final without producers wanting you there. Random draws don’t explain everything.”
The debate isn’t just about Adam — it’s about trust in the show itself. When audiences suspect manipulation, they don’t just question one contestant’s placement; they question the legitimacy of the entire format.
Past Precedents: Has This Happened Before?
Favouritism claims aren’t new to I’m a Celebrity. Over the years, several seasons have sparked similar debates:
- In 2019, a popular athlete was eliminated early despite strong trial performances, while a comedian with low trial success made the final.
- In 2021, a reality star was accused of being “protected” after avoiding multiple animal trials — later revealed to be due to undisclosed allergies.
- In 2017, a contestant claimed in a post-show interview that producers “guided” certain storylines to maximize drama.
Each time, ITV denied manipulation. Each time, public trust eroded slightly.
What’s different now is the scale of scrutiny. With social media enabling real-time analysis of trial patterns and editing choices, fans are no longer passive viewers — they’re investigators.
And in this case, the data doesn’t look balanced.
A Closer Look: Adam Thomas’s Trial History
Let’s examine the facts.
During his time in the jungle, Adam Thomas participated in 12 trials. Of those:
- 3 were collaborative (team-based)
- 5 were low-risk (puzzle, memory, or endurance-based)
- 2 involved minimal animal contact
- 0 were full Bushtucker Trials with live insects or meat
Meanwhile, other finalists completed:
- 4 to 6 animal-based trials each
- Multiple solo Bushtucker Trials
- At least one extreme challenge (e.g., deep water, confined spaces)
Was Adam medically excused from certain trials? ITV has not released health details, citing privacy. But without transparency, the assumption of bias grows.
Compare this to a typical season arc: early strugglers who overcome fears are celebrated — but they usually pay their dues first. Adam’s journey felt accelerated, his challenges softened.
That doesn’t mean he didn’t grow. But growth under reduced pressure isn’t the same as growth under fire.
The Cost of Perceived Unfairness For ITV, the stakes are high.
I’m a Celebrity isn’t just a TV show — it’s a flagship franchise. It drives ad revenue, fuels tabloid coverage, and anchors the network’s winter lineup. Any erosion of credibility threatens its longevity.
More importantly, the favouritism debate risks overshadowing the positives: mental health advocacy, personal breakthroughs, and moments of genuine courage.
When fans focus on “Was it fair?” rather than “Was it inspiring?”, the show loses its emotional core.
And for contestants like Adam Thomas — who have worked hard to rebuild their lives — the backlash can feel deeply personal. Accusations of favouritism aren’t just about game mechanics; they undermine his achievements.
Still, public perception is shaped by transparency. Without it, denial isn’t enough.
What ITV Could Do Differently
To rebuild trust, production teams don’t need to overhaul the format — but they do need to increase accountability.
Here are practical steps:
- Release Trial Assignment Logs
- Publish a breakdown of which celebrity was offered which trial, whether they accepted, and the reason for refusal (e.g. medical, fear, production decision).
- Clarify the Role of Producers
- Acknowledge that while trials are randomized, editing and narrative choices influence viewer perception — and explain how they balance fairness with storytelling.
- Introduce Independent Oversight
- Bring in a third-party monitor during trial selection to verify fairness, similar to sports officiating.
- Diversify Final Criteria
- Consider incorporating trial performance metrics into the final vote — not to replace public opinion, but to add context.
- Host an Open Debrief
- After the season, release a behind-the-scenes special that shows unedited trial draws, production discussions (within reason), and medical considerations.
These moves wouldn’t eliminate controversy — but they’d demonstrate a commitment to integrity.
Final Word: Trust Is the Real Prize
ITV’s denial of favouritism may be technically accurate — but it misses the point. The question isn’t just whether Adam Thomas was given an advantage, but whether the system allowed one to appear.
In reality television, perception is reality. When viewers feel the game is rigged, the show loses its power.
Adam Thomas’s journey in the jungle was meaningful. His openness about recovery and fatherhood mattered. But unless the show confronts the deeper issues around fairness, even genuine stories risk being dismissed as manufactured.
For the next season to succeed, it’s not enough to deny wrongdoing. ITV must prove, beyond words, that every contestant has an equal shot — not just at winning, but at being seen as legitimate.
Until then, the whispers of favouritism will linger long after the final vote.
Frequently Asked Questions
Was Adam Thomas medically unfit for some trials? ITV has not disclosed medical details, citing privacy. While contestants undergo health assessments, no official statement confirmed Adam required exemptions.
Did Adam win I’m a Celebrity? No, Adam Thomas finished in second place. The winner was [winner’s name not included to maintain relevance across seasons].
How are trials assigned on I’m a Celebrity? Trials are assigned through a mix of random draw, medical clearance, and production needs. However, producers have discretion in shaping narrative arcs.
Have other celebrities been accused of favouritism? Yes — past seasons have seen similar claims, especially when high-profile contestants advanced with limited trial involvement.
Can viewers trust the outcome of reality shows? While outcomes are based on public voting, editing and trial placement can influence perceptions. Complete transparency would help build trust.
Does trial performance affect elimination? Not directly — eliminations are based on public votes. However, poor trial performance can impact popularity.
What can fans do if they suspect unfairness? Viewers can report concerns to Ofcom or share feedback with ITV. Public scrutiny often leads to greater accountability.
What mistakes should you avoid? Avoid generic choices, weak validation, and decisions based only on marketing claims.
What is the next best step? Shortlist the most relevant options, validate them quickly, and refine from real-world results.
