The Amstrad businessman and star of the BBC's Apprentice spoke of his annoyance of a long shot of a Nokia phone on Tuesday's episode.
The phone was seen in a close-up shot for ten seconds while Phil Mitchell (Steve McFadden) lay unconscious in the car garage.
Nokia phone shown in Eastenders with Phil Mitchell laying in the pit.BBC props department could be guilty of product placement. Tut Tut— Lord Sugar (@Lord_Sugar) February 26, 2013
The soap had several other mobile phones in the show - including Apple's iPhone - but the brandings were not as visible as the Nokia.
EastEnders actress Danielle Harold - who plays Lola Pearce in the soap - laughed back to Sugar's comments: "Hahaha!!"
One follower wrote: "Not that you would ever use product placement? Amstrad phones in Apprentice?"
Sugar replied: "Correct, tosser."
A BBC spokesman denied Sugar's comments, telling The Sun: "EastEnders never gives any one brand undue prominence, in line with BBC guidelines.
"If a product is featured there will always be a range of different brands also featured - as was the case in Tuesday's episode, when Phil, Max and Sharon's mobiles were all seen on screen."
Lord Sugar recently confirmed that Young Apprentice has not been renewed for a new series by the BBC.