The Apprentice candidates who appear on Celebrity Big Brother are making a 'poor career choice' says Claude Littner.
And he thinks that candidates who leave the show only to appear on Big Brother are making a big mistake - at least most of the time.
Over the years a number of former Apprentice contestants have ended up in the Big Brother house with Karthik Nagesan the most recent earlier this month.
But Claude declared: "It's a poor career choice."
He explained: "Jessica Cunningham was a very good candidate and it was essential for her business that she had a good following of celebrities who she could persuade to wear her clothes. Whereas Karthik Nagesan, I guess, did it for exposure an money.
"But my feeling is they're diminishing the seriousness of it.
"You've got Luisa Zissman, who was a clever girl and a credible businesswoman, but she decided to go down that route. I think it was a bad career move, but she's quite happy having done that."
Claude made the comments as The Apprentice gears up for its bran new series.
Lord Sugar will once again be putting 18 new candidates through their paces in a series of challenges as they compete to win a life-changing £250,000 investment for their business, and Lord Sugar as their business partner.
Alongside Claude, Lord Sugar will be joined by fellow business heavyweight Baroness Karren Brady as the aspiring entrepreneurs embark on the gruelling 12 week selection process that will pit them against one another.
The Apprentice will air weekly on Wednesdays at 9pm on BBC One and BBC One HD from Wednesday 4 October.