Fans were left shocked this weekend when the retired footballer was seen having "banter" with Jake, which saw him berate: "The more I'm getting to know you, the more I'm thinking, 'What the f*** is this p*** doing in here?'"
Both Jimmy and Jake told fans it was harmless banter, however hundreds were quick to accuse Jimmy of deliberately picking on the former X Factor contestant.
One fan tweeted: "I wanted @jimmybullard to win but he's been a bully so it's now @MelSykesUK or @JakeQuickenden to win! #ImACeleb." Another added: "Think Jimmy Bullard has just lost #ImACeleb ....if he ever had a chance of winning! #bully #nasty."
Even I'm A Celebrity presenter Ant said: "I didn't like that banter. It was a bit much."
However, there were many viewers willing to defend the contestant. One shot back: "People now calling Jimmy Bullard a bully. Really? Get a grip! #ImACeleb."
Even TOWIE star Bobby Norris, who is a big fan of the show, told his followers: "Haha absolutely LOVING Jimmy!!! @jimmybullard is defo my king of the jungle.... @imacelebrity #ImACeIeb."
Last night, it was confirmed that Jimmy will be facing the first elimination along with his Wombat tribe members - Jake, Melanie Sykes, Tinchy Stryder and Carl 'Foggy' Fogarty.
And following his rumble in the jungle with Jake, a spokesperson for betting agents Ladbrokes says Jimmy's chances of escaping elimination and winning the ITV1 show are slipping away.
"Jimmy's odds of winning the show are drifting like a barge and it looks like the jungle joker has peaked too soon," the rep said. "The money suggests Jake is in pole position to overtake Bullard as King Of The Jungle."
Watch Jimmy and Jake's 'banter' here: