Apprentice star Lord Sugar has come under fire after sharing a tweet mocking Liverpool for losing its World Heritage status.
The business tycoon, known to millions for his role in the long-running BBC reality competition series, shared a snap of a family bathing in a paddling pool outside a terraced house which he appeared to believe to be in Liverpool.
He captioned the Twitter post: "Can't believe Liverpool have lost."
READ MORE: Controversial Liverpool pop-up cycle lane to be removed
Some claimed the picture was in fact taken in Sheffield and social media users were quick to point out the apparent mistake, reported Yorkshire Live.
One person said: "This is Sheffield NOT Liverpool."
A second mocked: "What street in Liverpool is this? I'll wait....."
It remains unclear exactly where the picture was taken, with some saying it was in fact taken in Liverpool - but many felt that was beside the point as they highlighted the nature of the tweet's message.
The social media post also sparked a fierce backlash as others were outraged at the insensitive nature of the media personality's tweet and slammed him for being "distasteful."
One critic said: "They are making do with what they got, sugar. You shouldn’t be so quick to look down at people, as you never walked in their shoes. Have a good night bud."
A second added: "Whilst this gets a laugh, nothing worse than a multi millionaire sneering at people that have nothing. That pool for the kids probably made their day. Some people have nothing / very little."
A third person criticised: "This tweet is proof that all the money, privilege and titles in the world can’t buy you class."
After the criticism, Lord Sugar tried to backtrack, posting the same image the following day with the caption: "IT'S A JOKE .......CHILL OUT."
It was revealed last week that Liverpool had been deleted from the list of World Heritage sites after a controversial vote.
UNESCO's World Heritage Committee members held a secret ballot and voted in favour of passing a draft recommendation that will see Liverpool deleted from the World Heritage list after 17 years.
The vote means that Liverpool will lose the status it has held since 2004 that saw it placed alongside world wonders like the Taj Mahal and the Great Wall of China.
The decision has come in for strong criticism, with Liverpool Mayor Joanne Anderson among many others hitting out at the move.
Receive newsletters with the latest news, sport and what's on updates from the Liverpool ECHO by signing up here
