Lord Alan Sugar, 72, has suggested those "promoting" the use of non-binary pronouns should be "shipped off to Mongolia" in a recent interview.
The business mogul expressed his views on individuals using non-binary pronouns, with his comments coming after singer Sam Smith revealed they wished to be referred to by they/them pronouns after coming out as non-binary.
"They need to pack it in, it’s nonsense. The people promoting it need to be shipped off to Mongolia," he said in an interview with The Sun.
"Send them away, get them out of the country. Go away. It always boils down to a small bunch of people that promote it."
Lord Sugar went on to say: "It is absolutely crazy, you can’t say anything nowadays without offending somebody with how they look, dress, the colour of their skin or whatever. It’s sickening, quite frankly.”
The 15th series of The Apprentice kicks off tonight at 9pm with Lord Sugar returning to the boardroom alongside aides Karren Brady and Claude Littner.
The former Spurs chairman has fronted the programme since it began back in 2005, and has previously divulged that he'd like to appear on the show for a further five seasons to reach the 20th anniversary before handing in his notice.
“We’ve got one more series I’m contracted to for the record. That will be the 16th and the format owner will be eagerly chasing after us,” he told The Mirror.
“I might do it to 20, yeah 20 sounds a round figure.”
Viewers will see 15 candidates battle it out for a £250,000 investment into their businesses from Lord Sugar with this year's crop of contestants including a librarian, a motivational speaker and a pillow company owner.
The Apprentice launches tonight at 9pm on BBC One.