Farewell Surallun as Baron Sugar is born

Businessman Alan Sugar, recently appointed as an advisor to Gordon Brown, has taken his controversial seat in the House of Lords.

The star of TV's The Apprentice, now named Baron Sugar of Clapton, was formerly introduced to his fellow peers on Monday afternoon. Flanked by trade minister Lord Davies and business minister Shriti Vadera, Baron Sugar stood in the House of Lords chamber dressed in a traditional ermine gown.

As the new peer's family watched from a packed public gallery, the Clerk of the House read out the Queen's proclamation. The monarch, he said, would "advance, create and prefer on our trusty and well-beloved friend Sir Alan Sugar the title of the Baron Sugar of Clapton in our London Borough of Hackney."

The tycoon's new title follows his controversial appointment as Gordon Brown's enterprise tsar. Tasked with helping businesses cope with the recession, the decision was criticised by Conservative MPs for what they say is a conflict of interest with his role presenting The Apprentice. But the BBC has stood by the entrepreneur claiming the position does not impact on its impartiality.

Lord Sugar has however given up his 28 business directorships as a result of his peerage and will also no longer appear in television advertisements promoting premium bonds and apprenticeships due to Cabinet Office rules.

In a poll currently running on BusinessZone.co.uk, more than a third of respondents believe Lord Sugar should quit The Apprentice following his government appointment.