A television and internet advertisement for Jim Beam with topless Swedish sunbathers being stalked by peeping toms has prompted an outcry over the liquor industry's advertising tactics.

Angry health groups will lodge formal complaints about the Jim Beam advertisement, describing it as one of the most offensive promotions in the industry's history. The Federal Government has also attacked it.

By Friday morning, the ad appeared to have been withdrawn with a 'site closed' notice appearing on the promotional website.

The bourbon maker's campaign, The Neighbours, includes TV and internet ads showing two blondes in G-strings applying sunscreen, bouncing on a trampoline and finally stripping naked as they're watched through a hedge by "Stevo next door" and his mates.

A 30-second TV version, first shown on Fox Sports, features one semi-naked women stating: "We say, Aussie, Aussie, Aussie, take off your cozzie." Viewers are then directed to a website with a longer ad in which the women are spied on as they undress.

The camera zooms in on their breasts and backsides before ending with a close-up of one topless woman washing dishes at the kitchen sink.

The Australian Drug Foundation and VicHealth will make complaints against the ad, claiming it trivialises the criminal act of stalking, objectifies women and links sex to alcohol - a breach of the industry's own self-regulated advertising code.

Parliamentary Secretary for Health Senator Jan McLucas told The Age the ad was unacceptable. She hinted at regulatory change. "Generating cheap controversy with this type of ad is the kind of tactic some companies resort to in an attempt to get more for their advertising spend."

The campaign comes as Jim Beam this week launched a "responsible drinking strategy". Nobody from the company was available for comment.