Lord Alan Sugar has sparked a flood of outraged X responses after the star of The Apprentice took to the social media platform to complain about paying £5 a month for what he deemed a “sneaky” ITVX subscription.
The 79-year-old, who is estimated to be worth around £1 billion, complained that he paid the fee to avoid seeing adverts, but he alleged the streaming service still interrupted his content with in-house commercials.
Earlier this week, the business magnate wrote in view of his four million X followers: “Watchout. I subscribed to ITV X agreed to pay £5 a month not see adverts.
“However their claim is very sneaky, instead of interrupting programmes with 3rd party commercial adverts, they [interrupt] with promos of their own programmes. I think Ofcom should investigate. @ITVX @ITV.” (sic)
Lord Alan Sugar complained about ITVX on social media
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GETTYITV’s official X account responded directly to the post, explaining in the comments section: “Hi @Lord_Sugar!
“To bring you the best content, licensing restrictions mean we’re required to show promos on a small number of programmes on ITVX Premium, though standard ads are removed.
“It’s in our T&Cs, but we know it can be frustrating. Please DM us if you’d like to chat further.”
Meanwhile, one follower replied to Lord Sugar with a less sympathetic response: “Brilliant a multi millionaire and checks his £5 subs and yet ITV tried robbing him.” (sic)
Watchout. I subscribed to ITV X agreed to pay £5 a month not see adverts. However their claim is very sneaky, instead of interrupting programmes with 3rd party commercial adverts .They interupt with promos of their own programmes. I think ofcom should investigate. @ITVX @ITV
— Lord Sugar (@Lord_Sugar) July 21, 2026
Another penned: “Amazing this isn’t a parody account.”
“You spent a fiver n immediately call for ofcom to investigate… Yh, proof that stereotypes aren’t made up!!” someone else shared. (sic)
One more added: “I don’t think he’s going to be missing a fiver anytime soon.”
However, others agreed with Mr Sugar’s complaint and defended his criticism of the subscription service.
Some X followers blasted the billionaire for his complaint over the £5 service
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BBCOne argued: “It’s not the point he might be worth a fortune but if you pay for a service regardless of your wealth you should get what you pay for.”
“‘Ad-free’ should mean no interruptions, not just no third-party commercials,” a second added.
“Very sneaky,” another agreed, adding: “They are all doing it. It seems this type of marketing strategy is becoming the norm.
“Half truths prevail and one isn’t told everything up front.” (sic)
Alan Sugar continues to feature in his long-running BBC show, The Apprentice
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BBCDespite his annoyance with ITVX, Lord Sugar’s X post was followed up by another praising the company after he enjoyed watching The Twisted Tale of Amanda Knox.
He penned: “Excellent series on ITV. The twisted story of Amanda Knox.
“Superb acting by Grace Van Patten. The story been dramatised for TV. It follows real events plus a BIT OF VAT good binge watch on ITV X.” (sic)
However, he couldn’t help but make his frustrations surrounding the adverts known once again by adding: “But adverts and promos will drive you nuts. Even if you pay the £5 a month @ITVX.”
The service comes with a caveat stating that “ad-free” may include previews for other ITV shows.