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Kidscape director Claude Knight claimed that scenes of contestants being humiliated on the BBC One series are contributing to the problem of bullying in schools.
"These shows are about public humiliation and The Apprentice takes it to an extreme," Knight told the Daily Star Sunday.
"Young people will take the behaviour they see in the programme into their everyday lives and the catchphrases come into the language. Kids think: 'It's on TV so it must be OK'. It gives bullying a credibility."
The charity was responding to scenes in episode two of the programme, which will air on Wednesday night. The episode sees contestants Jenny Celerier and Lucinda Ledgerwood clashing over the latest challenge. At one point, Lucinda is left in tears after being described as a "fungus" by her team-mate, who also threatens to shove a dummy down her throat.
Knight added: "You could get this message across about running a business successfully without this bullying stance. My suspicion is that they manipulate it. The producers encourage aggressive behaviour and the contestants go along with it because they want their 15 minutes of fame."
The claims have been rejected by programme makers Talkback Thames.
A spokesman said: "The programme makers do not condone bullying. The ability to work together as a team is one of the key skills Sir Alan is looking for. The Apprentice has a very strong following of young people and has encouraged them to take an interest in business and enterprise."
