ITV Denies Favouritism Claims Over Adam Thomas in I'm a Celeb Final

When the final episode of I’m a Celeb… Get Me Out of Here! aired, the usual post-show buzz took a sharp turn into controversy. Adam Thomas, the former Waterloo Road star, finished as runner-up to Jill Scott — a result that left millions of viewers unconvinced. Almost immediately, social media erupted with accusations of favouritism, insider treatment, and manipulation of public voting. ITV swiftly responded, issuing a formal denial of all claims, insisting the outcome reflected genuine viewer sentiment. But the backlash reveals deeper tensions about fairness, production influence, and how reality TV juggernauts handle legitimacy in the digital age.

The Fallout: Why Viewers Suspected Favouritism

From the moment Adam Thomas entered the jungle, his journey stood out — not just for his physical struggles, but for the amount of screen time and narrative focus he received. Unlike many contestants who endure trials with minimal backstory, Thomas’s personal struggles — including his son’s autism diagnosis and past battles with alcohol — were woven deeply into the show’s emotional arc.

This storytelling approach, while powerful, raised red flags. Critics argued that the show used his personal life to build sympathy, giving him disproportionate airtime compared to other campmates. Viewers pointed to moments like:

• A dedicated segment on his sobriety journey during a trial
• Frequent cutaways to his emotional reactions during group discussions
• Early focus on his physical discomfort in damp conditions

These editorial choices, while not overtly unfair, created a perception of preferential treatment. When Thomas made it to the final two — edging out fan favourites like Owen Miller and Maura Higgins — suspicion turned into accusation.

ITV’s Official Response: A Firm Denial

Within 12 hours of the final, ITV released a statement: > "The result of I’m a Celeb is determined solely by the British public. All contestants are treated equally during their time in the camp. We do not influence voting, nor do we show favouritism in production decisions."

The network emphasized that voting is independently monitored and uses encrypted, third-party systems to ensure integrity. They further clarified that screen time is driven by editorial storytelling, not contestant ranking or internal bias.

Still, the denial did little to quell online debate. Critics questioned whether “editorial storytelling” was just a euphemism for manipulation. “They’re not rigging votes,” one Reddit user wrote, “but they’re absolutely shaping the narrative to protect certain people.”

How Reality TV Shapes Perception — Legally and Ethically

The controversy touches on a grey area in modern reality television: while votes may be fair, the context in which viewers make those decisions is entirely controlled by producers.

Consider this: A contestant who breaks down on camera after a trial may be seen as vulnerable and authentic. One who stays quiet might come across as aloof — even if both are equally deserving. Producers decide:

• Who gets mic’d up during emotional moments
• Which clips are selected for montages
• How confessionals are edited for maximum impact

In Adam Thomas’s case, the show leaned heavily into his redemption arc — a classic trope in reality TV. His journey from personal rock bottom to jungle resilience made for compelling television. But compelling doesn’t always mean fair.

Other reality shows have faced similar scrutiny. Love Island has been repeatedly questioned over coupling decisions and screen time bias. Strictly Come Dancing has endured allegations of regional or celebrity-based voting bias. Yet none rely solely on public vote — they blend judge scores and viewer input. I’m a Celeb is different. It claims complete viewer sovereignty. That makes the perception of behind-the-scenes influence even more damaging.

Viewer Voting: Is It Really Fair?

ITV maintains that voting is transparent and secure. Data is handled by a regulated third party, and each vote is verified to prevent bots or duplicate entries. Technically, that suggests a clean process.

But fairness isn’t just about the mechanics — it’s about access and exposure.

Studies show that contestants with higher media visibility before entering the jungle often perform better. Thomas, while not a tabloid A-lister, had steady soap-opera fame and a strong social media presence. His story had already been covered in depth by outlets like The Sun and OK! prior to filming.

In contrast, some campmates — like chef Lawrence Chaney or rugby player Jason Knight — had smaller pre-show profiles. Despite strong performances in trials and high audience engagement, they didn’t advance as far.

This isn’t proof of bias — but it highlights a systemic imbalance. The “fair” vote begins long before the jungle, shaped by who the public already knows and empathizes with.

Production Influence: What’s Behind the Camera?

Even if ITV isn’t altering vote counts, production choices significantly impact outcomes.

Take task selection. Contestants are not randomly chosen for trials — producers select based on storyline potential, physical readiness, and dramatic tension. Thomas was frequently placed in high-emotion challenges, such as retrieving letters from loved ones or facing fears in isolation huts. These aren’t just trials; they’re narrative devices.

Camp dynamics also matter. The show films 24/7, but only a fraction makes it to air. A contestant might appear consistently kind and supportive on screen, while off-camera moments of conflict are never shown. Alternatively, someone might be edited to seem lazy or difficult — even if that’s not the full picture.

There’s no evidence that Thomas received easier tasks or lighter chores. But his consistent positioning as the “emotional heart” of the camp may have subconsciously influenced viewers’ decisions — not because they liked him more, but because they saw him more in vulnerable moments.

Past Precedents: Has This Happened Before?

This isn’t the first time I’m a Celeb has faced favouritism claims.

• In 2015, champion Scarlett Moffatt was accused of being a “producers’ pet” due to her frequent trial appearances and comedic role.
• In 2020, HRV stepped into the final despite minimal trial wins, sparking theories of behind-the-scenes support.
• In 2022, Matt Hancock’s rapid rise was blamed on media frenzy rather than public affection.

Each time, ITV denied interference. Each time, the pattern repeated: emotional storytelling favours certain archetypes — the underdog, the reformed party animal, the devoted parent. Thomas fit that mould perfectly.

The risk isn’t rigging — it’s predictability. When viewers can spot the “chosen one” by episode three, trust in the format erodes.

Could the Format Be More Transparent?

Rather than deny influence, some media analysts argue ITV should acknowledge its role in shaping narratives — and offer more transparency.

Suggestions include:

• Releasing raw, unaired footage monthly
• Publishing time-on-screen stats for contestants
• Explaining trial selection criteria
• Allowing independent audits of editing decisions

None of these are currently in place. But as reality TV faces growing scrutiny over mental health, diversity, and fairness, such measures could restore credibility.

For now, the system remains opaque. Viewers are told to trust the process — but they’re only shown a curated version of it.

What This Means for the Future of Reality TV

The Adam Thomas controversy isn’t just about one contestant or one finale. It’s a symptom of a larger issue: audiences are becoming more media-literate. They understand editing, narrative framing, and production incentives.

As trust in traditional media declines, reality shows can’t rely on “trust us” responses. They need verifiable fairness — not just technical vote security, but equitable storytelling.

Other franchises are adapting. The Traitors UK released behind-the-scenes footage explaining casting and twist logic. Big Brother used to publish daily vote tallies. These small acts of transparency built loyalty.

I’m a Celeb has avoided such steps, possibly to preserve drama. But in doing so, it risks alienating its core audience — the same people it depends on to vote.

Final Word: Denials Aren’t Enough

ITV’s denial of favouritism claims is expected — and necessary from a legal and PR standpoint. But without deeper transparency, such statements ring hollow.

The real issue isn’t whether Adam Thomas deserved to be in the final — many believe he did, based on his camp contributions and trial performances. The issue is whether the path he took was shaped by equal opportunity or editorial advantage.

If reality TV wants to survive in an age of scepticism, it must move beyond damage control. It must prove, not just claim, that every contestant has a fair shot — not just in the voting booth, but in the edit suite.

For viewers, the takeaway is clear: enjoy the drama, but watch critically. Understand that what you see is a story — not the whole truth.

And for producers? Earn trust, don’t assume it.

Frequently Asked Questions

Did Adam Thomas win I’m a Celeb? No, Adam Thomas finished as runner-up. Jill Scott was crowned the winner.

Why are people accusing ITV of favouritism? Viewers believe Thomas received more screen time, emotional focus, and sympathetic editing compared to other contestants, which may have influenced voting.

Did ITV manipulate the votes? ITV denies any vote manipulation. Voting is independently managed and encrypted to ensure integrity.

Was Adam Thomas given easier challenges? There’s no evidence of easier tasks. However, he was frequently selected for emotionally charged trials, which shaped his narrative.

How are trial participants chosen? Producers select contestants based on storyline needs, physical condition, and dramatic potential — not randomly.

Can viewers trust I’m a Celeb results? The votes themselves are secure, but the way contestants are portrayed can influence public perception and, by extension, voting behaviour.

What can ITV do to improve transparency? Options include publishing time-on-screen data, releasing unaired footage, and explaining editorial decisions more openly.

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