Apprentice star or Enterprise Tsar? Sugar must choose, say Tories

Sir Alan Sugar must choose between working for the BBC and his new role as "Enterprise Tsar" in Gordon Brown's government, say the Conservatives.

The Apprentice star, who will also be made a lord, was given the job of business and enterprise adviser on Friday when the Prime Minister reshuffled his cabinet.

Yet while Sir Alan claimed his appointment was "politically neutral", the Tories complained there would be serious questions about the BBC's political independence if he kept his job on the hit show.

Jeremy Hunt, shadow secretary for culture, quoted on the BBC, said: "Presenting a programme for the BBC and working for the government on the same issue is totally incompatible with the BBC's rules on political independence and impartiality.

"Sir Alan Sugar needs to make a choice between his role in The Apprentice and his role as the government's business tsar."

Sir Alan denied he was joining the Government and said his job would be to advise civil servants with no business experience on how to help small enterprises.

The entrepreneur, who is already a member of the Prime Minister's Business Council for Britain, said he had consulted with the BBC for guidance and added: "It's very simple. All I am is an adviser, I'm not a policymaker."

IMAGE: Ian West/PA Wire