LONDON - Sir Roger Moore has paid for and appears in a Peta protest ad opposite Selfridges' food hall to appeal to the retailer to stop selling foie gras.
The six-sheet ad went up on a Clear Channel-owned Oxford Street bus stop site yesterday and will stay up for two weeks.
The animal rights charity attempted to use an ad featuring a photograph of a bird being force fed. It says up to two kilograms of mash are pumped into the stomachs of ducks and geese through a pipe two or three times a day.
It claims Clear Channel rejected the ad on the grounds it would be "offensive to the general public".
A different ad was cleared, which shows Moore holding a protest sign and bears the strapline "Force-Feeding Birds Is Cruel, Not Yule".
The James Bond actor has decided to use advertising after failing to change Selfridges' position on foie gras with previous tactics.
He wrote to the store in 2008 and this year offered to buy all the foie gras it had in stock if it would agree to stop permanently selling the product. Selfridges chief executive Paul Kelly has written back to Moore, a spokeswoman for the store confirmed.
Moore, now 82, is best known for starring in James Bond films in the 1970s and 1980s, including 'Live and Let Die' and 'A View to Kill'.