Lord Alan Sugar is being called out for a ‘sexist’ tweet about a shopkeeper

Some argued that he was "objectifying" the retail worker

Lord Alan Sugar has come under fire for a recent tweet that saw the businessman share a snap of a retail worker.

Some are calling the image and accompanying caption sexist while other responded to the tweet with Sugar’s famous line, ‘You’re Fired’.

“went into a shop in Croatia to buy a jumper,” Sugar wrote ahead of the image. “After 20 mins my wife said what the hell is he doing in there, he has been ages.” You can see the tweet below.

One Twitter user replied to the tweet, writing: “As a Lord of the House and former business tsar why are you objectifying women in this ‘joke’?” while another said, “Really? REALLY? I get that it’s a joke but you’re position makes u a role model, whether you like it or not. This sort of slightly immature, lewd perving just continues to objectify women & makes younger people think it’s ok. *heavy sigh* @emsayle can you sort these pillocks out?”

Another called Sugar ‘a daft sexist’ and another asked, ‘Not offended but wondered if you’d got her permission to flaunt her rack to 5.3m followers first??’ See those tweets below.

The tweet comes after Sugar shared a snap of the Senegal international football team, crudely Photoshopped to include a selection of sunglasses and handbags. “I recognise some of these guys from the beach in Marbella. Multi tasking resourceful chaps” he wrote.

There were calls to have him fired from the BBC for the tweet. Sugar later apologised, saying ““I misjudged me earlier tweet. It was in no way intended to cause offence, and clearly my attempt at humour has backfired. I have deleted the tweet and am very sorry.”

The BBC responded to the controversy via the BBC Press Office Twitter account, writing a short statement. “Lord Sugar has acknowledged this was a seriously misjudged tweet, and he is in no doubt about our view on this. It’s right he’s apologised unreservedly,” it read.