Entrepreneur Laban Roomes, Singer Estelle, Olympic boxer James De Gale and Apprentice winner Tim Campbell feature in the black and white advertisement campaign, backed by police for £32,000.

The short interviews, sponsored by Scotland Yard’s Trident anti-gun crime unit, aim to prevent young black people being caught up in gun culture.

But one role model branded the broadcaster “totally hypocritical” for also glamorising violence.

Dragon’s Den entrepreneur Laban Roomes said some music videos are a big influence on those carrying guns.

Click here to watch Laban Roomes MTV anti gun advert

Detective Chief Superintendent Helen Ball, head of Trident, said music videos alone were not responsible for glamorising gun crime.

She said: “We think there is a whole range of influences on young people and I am not going to say one aspect is more important than another.

“Hearing how successful people like Estelle or Tim Campbell were able to make great success of their lives, without a gun, is so important for our young communities.”

Click here to watch Estelle, Ashley Waters, DeGale and Tim Campbell in MTV anti Gun advert