A Melbourne pub has stirred up a storm over its offer of free alcohol to women who take off their knickers.
The hotel industry lashed out at the pub, accusing it of sexism and undermining the hotel industry with tasteless conduct.
Acting Victorian Premier Rob Hulls Wednesday said the actions of the Saint Hotel in bayside St Kilda were "inappropriate" in offering a promotion giving women $50 drink vouchers for removing their underwear in an event called "No Undie Sundie."
"I understand the relevant commissioner has been in touch with the bar and as a result that advertising has been removed," Mr Hulls told reporters Wednesday.
"In this day and age, in 2008, to be promoting the drinking of alcohol along those lines, I just think is part of a bygone era, and as I said the liquor control commissioner has stepped in."
An advertisement in this week's edition of free entertainment magazine Beat included an infamous paparazzi photo of Britney Spears getting out of a car wearing no underwear.
The advertisement says: "free glass of champagne for first 100 ladies flash bra (sic) or undies to bar staff; for free drink hang your undies on the line above the bar for $50 drink card".
The Australian Hotels Association said the Saint was one of a handful of maverick venues undermining the hotel industry.
AHA chief executive Bill Healey described the promotion as "sexist" and out of step with community standards.
"It is unacceptable for a handful of maverick venues to undermine the appeal of our industry by tasteless promotions like this one," Mr Healey said in a statement.
"We are continuing to work hard to ensure that all licensed venues promote responsible consumption of alcohol and we believe this promotion is inconsistent with this objective.
"The industry's future lies in ensuring the whole community feels comfortable in visiting the 'local pub'."
The Saint Hotel was caught in controversy in June when it employed a dwarf to pour liquor down the throats of patrons.
The hotel was unavailable for comment.