A pub promotion in Melbourne urging women to remove their underwear in return for a $50 drink card has been banned.

Victoria’s liquor licensing director Sue Maclellan today ordered the event at the Saint Hotel in St Kilda be scrapped.

Ms Maclellan met the pub’s licensee Cameron Manning this morning after the No Undie Sundie promotion was reported in News Ltd papers.

The ban was ordered because it was likely to encourage irresponsible drinking.