Victorian Premier Jacinta Allan has hit back after federal One Nation leader Pauline Hanson suggested the premier “suck it up” following digital billboards depicting her wearing a witch’s hat next to the “Ditch the Witch” slogan.

Hanson issued a scathing message to Allan as Prime Minister Anthony Albanese urged an end to personal attacks on politicians.

Digital billboards — mounted on the sides of trucks and reportedly paid for by local businesses, including a brothel — depict Victorian Premier Jacinta Allan wearing a witch’s hat next to the “Ditch the Witch” slogan.

They have been driven around the streets of Melbourne since May.

The campaign has been criticised by leaders with Albanese on Monday suggesting such personal attacks could lead to political violence.

“You don’t have to denigrate people in such a personal way. It has got to stop,” he said in Canberra.

“What I don’t want to do is to have a press conference in this courtyard after a tragedy.”

Hanson, who referred to former Nationals leader Tim Fischer calling her a witch and saying she “should be burned at the stake”, was less sympathetic.

“Suck it up, sweetheart,” she told Allan in a Sky News interview.

Albanese drew a direct parallel to the abuse suffered by former prime minister Julia Gillard, who was targeted with the same slogan during her time in office.

“The sexist campaign targeting the Victorian Premier is totally unacceptable and has no place in public life,” he said.

“We want to encourage women to enter public life and it should be a contest of ideas, not personal attacks.”

Allan, who is contesting the Victorian election in November as Labor leader, condemned the billboards, describing them as sexist.

“I cannot stand back and let Victoria become a place where this sort of thing is fair game against any woman at work — or any woman in leadership,” Allan said in a post on social media.

Opposition Leader Jess Wilson said the advertising was sexist and inappropriate.

“There are many criticisms of Premier Jacinta Allen … but that sort of language is not appropriate in politics,” she said.

Gillard, who had the slogan used against her 15 years ago, said she was disappointed, disgusted and angry to see the “tired, old trope resurrected”.

“Why should women and girls in Victoria be subjected to such visible misogyny?” she said in a statement online.

Franco Puleo, owner of the Gotham City brothel in South Melbourne, said he had funded part of the advertising campaign against Allan with other local business owners, but denied it was sexist.

“(Allan) doesn’t answer questions. She’s not accountable to everything … It’s just how people are feeling,” Puleo told The Age.

Julia Gillard was targeted with the same phrase while PM. Photo: Getty

Premier unpopular

On Tuesday, Allan stared down dire polling and leadership rumblings, declaring she’s “all in” for an election fight.

Flanked by women at the Australian Nursing and Midwifery Federation’s Melbourne office, Allan dismissed speculation of a brewing leadership challenge.

Victorian Labor’s primary vote has slumped to 23 per cent, compared to the coalition’s 27 per cent, while a surging One Nation has shot to 25 per cent, according to a Freshwater Strategy poll conducted for the Herald Sun.

If the findings are replicated at the November state election, the 12-year-old Labor government would likely be turfed from office — although the Coalition faces an uphill battle to govern in its own right.

Over 60 per cent of respondents said Allan should be replaced ahead of the election, including 39 per cent of Labor voters.

But she repeatedly insisted none of her colleagues had asked her to stand down to improve Labor’s chances of securing a historic fourth term in power.

“I don’t know who these people are, but naval-gazing does not help,” she said.

“When the going gets tough, the tough gets going and I am all in in making sure Victorians have a choice at this election.”

Allan’s personal popularity dropped five points for a net favourability rating of -37, well behind Wilson, who has a net positive rating of 15.

Allan wouldn’t be drawn on the suggestion she was “electoral poison” but said her government took responsibility for a level of voter frustration, which she also put down to global economic shocks.

“That is why we are seeing more and more people looking at the political landscape,” she said.

“We are seeing how One Nation is taking a slice out of the Labor Party vote, it’s absolutely cannibalising the Liberal Party vote and the National Party vote.”

When Victorian Labor leadership ructions flared in March, Allan indicated it was coming from “scallywags” who “might need a bit of a cuddle”.

Speculation has reignited of a potential move against her as early as the coming week, the final parliamentary session before the winter break.

Deputy Premier Ben Carroll from Labor’s right and Transport Infrastructure Minister Gabrielle Williams from Allan’s left faction have been touted as possible replacements.

Under Labor rules, if there is more than one nominee for the leadership, separate votes would be required of caucus and party members.

There has not been a formal Labor leadership challenge since 1999, when Steve Bracks ousted John Brumby as opposition leader.

-AAP