Billboards promoting Pat O'Neill, Labor's candidate for the federal electorate of Brisbane, have caused a stir after they featured him dressed in military uniform.

The billboards, funded by the ALP, were seen throughout the electorate over the weekend.

Mr O'Neill, a former Army major, has been asked by the Defence Department to remove them, but Labor state secretary Evan Moorhead said the party had yet to be contacted.

"We did not [seek permission], it's an ALP billboard and we think we've used the imagery respectfully and are not implying anything improper in the way of the ADF," Mr Moorhead said.

"They are yet to contact me but we want to work closely with them and have the greatest respect for them and their integrity.

"Pat O'Neil has let Defence know that it's my billboard that I've paid for and that they should contact me as the campaign director of the ALP."

'We don't see this as overly controversial'

Mr Moorhead said using a candidate dressed in a military uniform "is nothing new".

"Last year at the Canning by-election Malcolm Turnbull appeared on the how-to-vote card with Andrew Hastie in his SAS uniform," he told 612 ABC Brisbane's Steve Austin.

"It wasn't a controversy at that time and we don't see this as overly controversial.

The billboards have been funded and endorsed by the ALP not Mr O'Neill. ( Facebook: Pat O'Neill )

"He [Andrew Hastie] wasn't made to remove it and his image was given out to hundreds of thousands of West Australians last year."

Mr Moorhead said Mr O'Neill resigned from the Army two weeks ago after 18 years of service.

"As part of every campaign we try and tell people who their candidates are," he said.

"We believe we have used it [the image] tastefully and respectfully, but we're happy to work with Defence to resolve the matter.

"We think we've used it in a way that hasn't politicised the ADF; this is simply about telling Pat's story."

The ABC has received a statement from the Defence Department asking Mr O'Neill to remove the imagery:

"Mr O'Neill did not seek Defence endorsement for his billboards or advertising material. "Defence has contacted Mr O'Neill in relation to this matter. Defence has requested that Mr O'Neill's imagery featuring the Australian Army uniform is removed. "The Defence policy in relation to political activity has not changed. "As a condition of their service, regular and reserve members of the ADF are obliged to comply with various Defence instructions and policies. "Defence policy is designed to ensure that the ADF remains apolitical. ADF members are therefore not permitted to participate in any political activity in uniform, unless they are pre-approved to do so by an appropriate authority."

Keeping the ADF apolitical

Bernard Gaynor, Senate candidate for the Australian Liberty Alliance, has written to Defence Minister Marise Payne requesting the Army take action to protect its political neutrality.

"It gives the impression that the Australian Army endorses his campaign and his views specifically," Mr Gaynor said.

"Billboards featuring candidates in military uniform should not be allowed.

"They don't need a letter from the ADF to know this is wrong."

Mr Gaynor said the billboards were misleading and must be removed.

"To have a candidate in uniform promoting views like same-sex marriage and safe schools gives the impression that they are views supported by the ADF," he said.

"They are not."