LORD Sugar has accused Piers Morgan of being “irresponsible” and exploiting the pandemic.
The Apprentice star, 73, also blasted the Good Morning Britain frontman for “shouting down” co-host Susanna Reid — and said that he “abuses” people just like President Donald Trump.
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But 55-year-old Piers hit back, labelling the billionaire businessman kingpin “selfish and stupid”.
Lord Sugar is at his holiday home in sunny Florida but still tunes into the ITV breakfast show.
And he slammed Piers’ attacks on government ministers over failings in the fight against coronavirus.
He said: “Piers is trying to make a name for himself by accusing ministers of being lackadaisical.
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“He is absolutely exploiting this pandemic for his own gain. He is trying to become a martyr.
“Whatever the Government is trying to do, they are working their hardest.
“They’re not deliberately not getting equipment to the NHS, there is a problem with the supply chain.
“It’s totally irresponsible and normal people watching at home get worried.
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“It’s terrible reporting, I’m sick and tired of him, he’s doing it for his own profile.
“He’s not being professional with numbers and facts.”
Morgan replied: “If a selfish, stupid, privileged billionaire hiding safely in his luxury Florida home wants to spew repulsive abuse at someone back home for holding the Government to account for decisions that will decide if people live or die, that’s a matter for him and his conscience.”
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The spat comes after TV watchdog Ofcom got 2,000 complaints over Morgan’s alleged bullying of care minister Helen Whately.
Lord Sugar added: “All he’s worried about is the amount of followers he has on Twitter and the amount of viewers he gets.”
He sympathises with GMB’s Reid, 49, saying: “Susanna tries to make Morgan see sense, but he’s like Trump — if he doesn’t like what someone’s saying, he abuses them.”