Bullard accused Thomas of being 'abusive, aggressive and intimidating' during a row on the pre-recorded show, and claimed ITV edited the show to protect Thomas. During the live finale, Bullard was spotted glancing at his phone, with a source claiming he was looking at notes and possibly recording the clash. He repeated the phrase 'abusive, aggressive and intimidating' nine times, a phrase used in celebrities' contracts to describe unacceptable behaviour.
According to a source, Bullard built up on-air evidence of other campmates agreeing that Thomas crossed that line. Gemma Collins and Sinitta stormed off stage during the live final clash. Sinitta later shared a statement reflecting on her experience, saying she was happy that Adam won in the end.