The Apprentice candidate Lewis Ellis has engaged in a war of words with Lord Alan Sugar on Twitter after the businessman criticised the contestant's tattoos.
During this week's episode of the BBC contest Ellis, 28, took his shirt off as part of a task to promote summertime in Finland, revealing his as-of-then unseen tattoos.
While the episode was airing, Lord Sugar, 72, tweeted: "Lewis tattoos are horrific .Tell me where I am missing the point. What does he look like @bbcapprentice."
"Wowwww LAS how could you do me like this @Lord_Sugar," Ellis responded before taking to his own Twitter page yesterday to share an image of himself with his tattoos on display.
"Back to rule #1 f**k what people think about you!" the contestant wrote. "Thank you everyone that took the time to show some support for my “horrific” tattoos and pointing out no one has the right to judge you or your body. #theapprentice #tattoos #inked #inkedlife."
Lord Sugar took the opportunity to criticise the inkings again, branding them "horrible" the second time around.
"Lewis your tattoos tell your story.What are you a Kindle. You have the right to do what you want to your body. I have the right of an opinion. I say they are horrible. When you're 50 on the beach you'll wear a T shirt. You will be an embarrassment to your kids," he declared.
"Okay boomer," Ellis simply replied.
A follower of Lord Sugar's took him to task for being "judgemental" over tattoos, but he denied that judging was his intention.
He retorted: "I am not judging . Can't you read . I said he is entitled to do what he wants with his own body. However if you don't mind I am entitled to an opinion and I don't like large full body covering tattoos./ Ok Chum."
Lewis is currently still in the competition after his team won the task and Jemelin Artigas from the opposing group was sent packing.
This week's episode also attracted attention for another reason after an unknown man was seeing lying on the boardroom floor.