Former Bond star Sir Roger Moore has appeared in a new ad campaign encouraging people to turn their backs on buying foie gras.

The 82-year-old appears in an advertisement that has been placed outside the London store Selfridges’ Food Hall to persuade shoppers not to buy the pate, which he says uses cruel methods to fatten the goose livers.

Moore has also paid for the campaign that has been run by campaign group People for the Ethical Treatment of Animals (Peta) and is campaigning for retailers to stop selling it.

The ad shows the former OO7 star holding a protest sign with the line: “Force-feeding birds is cruel, not Yule.”

There was a plan to show the birds being force-fed, but it was rejected because of concerns that people would be offended.

Moore said: “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.”

He has said that he will not shop at the store while they are still selling foie gras.

A spokesman for the store said that they would not comment on Moore’s poster campaign.