One Twitter reaction read: “The biggest yikes I've seen in a while”.
Mr Proudlock has since apologised, writing in another Instagram story that he had “hurt a lot of people with my badly chosen words and I am so, so sorry.”
He added: “‘It was incredibly ignorant. I always want to set a good example on social media – to spread love, equality and positivity and yesterday I really let myself, and all of you down.
“I am so truly sorry and mortified for my actions.”
Mr Proudlock appeared in several seasons of the long-running E4 programme and is also the founder of a men’s jewellery brand.