Sir Alan Sugar has denied that his appointment as an enterprise tsar is a publicity stunt, insisting he was not the "type of person to be used".
The television star and multi-millionaire businessman said it was a "shame" that people perceived his new role as a stunt.
He also told BBC1's Andrew Marr Show that the Prime Minister had not asked him to join the Government but simply act as an "advisor".
Sir Alan confirmed he was set to receive a seat in the House of Lords following his appointment by Gordon Brown on Friday.
Asked about perceptions of a publicity stunt, he said: "It's a shame it looks like that but I'm sure that... you know I'm not the type of person to be used.
"I have a passion and commitment to try and help small businesses and enterprise to see if we can get things moving again."
Sir Alan said the appointment was "politically neutral".
He added: "I wouldn't join the Government. I don't see this as a political thing...
"As far as I'm concerned I've just got a passion to help out young people, to help out businesses and act as a kind of giant Dragon's Den if you like - although not with my money."
Sir Alan said he made it "perfectly clear" to Mr Brown that he would not compromise his position on his television show The Apprentice.
