The Apprentice UK



Brit business competition slightly edgier than U.S. version.

What parents need to know

Positive messages

Money and profits are presented as the markers of success and happiness. The contestants are extremely competitive. The contestants are referred to as “boys and girls”; both the host and the male competitors make subtle sexist references about the female contestants. Some contestants have extensive (and expensive) educations, while others are school drop-outs. Contestants are Caucasian and African-British.


The contestants are constantly engaging in catty arguments, especially in the boardroom. Some of these arguments become shouting matches.


Occasional references to using sex appeal to sell products.


As is the case with many British shows, words and phrases like “wanker," “piss off," and “ass licker” and are prominently heard, while "f--k" is bleeped.


Sir Alan Sugar’s former company, Amstad, is prominently featured. Various British products, services, and markets are discussed.

Drinking, drugs, & smoking

The contestants often strategize or relax over wine, beer, and mixed drinks.

Parents Need to Know

Parents need to know that this British adaptation of The Apprentice sends the same message as the original: that money is everything. Although millionaire mentor Sir Alan Sugar is more polite in his approach than Donald Trump is, the series includes tension-filled arguments between contestants. The language is stronger than most mainstream U.S. TV programming ("ass licker," "piss off," and "wanker" are audible; "f--k" is bleeped), and there's frequent social drinking, some gender stereotyping, and prominent placement of British companies and products.

Parents say

Not yet rated
Review this title!

What's the story?

Sticking close to the model set by the American reality show starring Donald Trump, APPRENTICE UK pits 14 of Britian's up-and-coming business people against each other for the chance to work with British tycoon Sir Alan Sugar. Divided into two teams, they must work together to successfully complete business-oriented projects while showing off their corporate savvy and making the most profit. In each episode, three members of the losing team must face off in the boardroom in front of Sir Alan and his advisors. After picking apart the team's strategy, Sugar fires the person he considers to be responsible for the loss -- and pushes the remaining competitors one step closer to their dream job.

Is it any good?


Like its American counterpart, Apprentice UK promotes a capitalist corporate culture that views profits and earning potential as the marker of true success. But while the British version successfully follows The Apprentice's original formula, it lacks some of its flair. Sugar is more polite than Trump, and the cultural nuances of the British contestants makes them seem a little less spirited than the contestants we're used to seeing stateside.

The energy may be different, but those who like the American series will probably also enjoy watching British contestants form alliances, participate in humiliating tasks, and defend themselves in tension-filled boardroom sessions. Still, one thing is clear: When it comes to firing people, no one does it like The Donald.

Families can talk about...

  • Families can talk about the success of The Apprentice in the United States and abroad. Why does this series resonate with viewers? Do you think people actually learn about business from watching it? Families can also discuss  how American shows are adapted for other countries. Do you think the different versions are based on a country or community’s specific culture, or are there other considerations? What U.S. TV shows are actually adaptations of shows that originally aired in other countries?

TV details

Cast:Margaret Mountford, Nick Hewer
Network:BBC America
Genre:Reality TV
TV rating:TV-PG
Available on:DVD

This review of The Apprentice UK was written by

Common Sense Media's unbiased ratings are conducted by expert reviewers and aren't influenced by the product's creators or by any of our funders, affiliates, or partners.


Our star rating assesses the media's overall quality.

Find out more

Learning ratings

  • Best: Really engaging; great learning approach.
  • Very Good: Engaging; good learning approach.
  • Good: Pretty engaging; good learning approach.
  • Fair: Somewhat engaging; OK learning approach.
  • Not for Learning: Not recommended for learning.
  • Not for Kids: Not age-appropriate for kids; not recommended for learning.

Find out more

About our buy links

When you use our links to make a purchase, Common Sense Media earns a small affiliate fee from Amazon or iTunes. As a nonprofit organization, these funds help us continue providing independent, ad-free services for educators, families, and kids while the price you pay remains the same. Thank you for your support.
Read more

See more about how we rate and review.

About Our Rating System

The age displayed for each title is the minimum one for which it's developmentally appropriate. We recently updated all of our reviews to show only this age, rather than the multi-color "slider." Get more information about our ratings.

Great handpicked alternatives

What parents and kids say

See all user reviews

Share your thoughts with other parents and kids Write a user review

A safe community is important to us. Please observe our guidelines

Kid, 12 years old May 1, 2010

Best Programme Ever

I Luv The Apprentice, I Started Watchin It When I Was 9, The Language Isnt Too Bad. I Cant Wait Until This Years!! Iffy For Tweens But Definatley on for teens
What other families should know
Too much swearing


Did our review help you make an informed decision about this product?

Star Wars Guide