Roger Moore has kicked off poster a campaign calling on Selfridges to stop selling foie gras.

The poster, which features an image of Moore urging shoppers to think twice about buying the delicacy, has been plastered across a bus stop opposite Selfridge's Food Hall in a campaign paid for by the 82-year-old actor.

"Force-Feeding Birds Is Cruel, Not Yule," reads the ad which has been devised by campaign group People for the Ethical Treatment of Animals (Peta).

Initial plans for a poster showing how foie gras is made, were scrapped as the images were deemed to be too offensive.

"As foie gras production is too violent to show on an ad, surely this 'torture in a tin' is too violently produced for Selfridges to sell," said the former face of 007, who described the delicacy as "tasteless".

Last month Moore said he had written to the chairman of Selfridges, offering to buy its entire stock of the product, which is created by force-feeding ducks and geese to enlarge their livers.