Media mogul Oprah Winfrey regrets revealing the location of her recent racism row as she never meant to tarnish Switzerland's name.

The star claimed she was the victim of racism during a recent trip to Zurich for the wedding of her friend Tina Turner when an assistant at a luxury boutique allegedly refused to show her one of the purses on display because it was "too expensive".

The German-speaking shop clerk has since claimed the incident was a misunderstanding due to troubles with her English, and Winfrey was issued with an apology from the Swiss Tourist Board, but the Tv titan now regrets being so honest about her experience.

She tells the Bbc, "I think that incident in Switzerland was just an incident in Switzerland. I'm really sorry that it got blown up. I purposefully did not mention the name of the store. I'm sorry that I said it was Switzerland. It's not an indictment against the country, or even that store. It's just one person who didn't want to offer me the opportunity to see the bag.

"I was just referencing it as an example of being in a place where people don't expect that you would be able to be there. Nobody's gonna call me the N-word to my face unless they're a thug on Twitter or Facebook. It doesn't show up that way. It shows up for me differently. I'm in a store... and they make an assessment based upon the way I look and who I am."