A billboard promoting Australia Day celebrations that featured two girls in hijabs has been taken down from a site in Melbourne after threats and abuse were directed at the advertising company.

Key points: Far-right group shared image of billboard on Facebook last week

Far-right group shared image of billboard on Facebook last week Advertisement was part of Victorian Government's Australia Day campaign

Advertisement was part of Victorian Government's Australia Day campaign Decision based on employee and infrastructure safety, State Government says

The electronic billboard at Cranbourne, in Melbourne's south-east, was part of a Victorian Government campaign to promote Australia Day events in the city.

Victoria's Minister for Multicultural Affairs, Robin Scott, said the company that operates the billboard, QMS, took the ad down after receiving a number of complaints.

"There were a series of complaints, some of which were of an abusive and threatening nature, that were made to the organisation QMS that put the billboard up," he said.

"And they've made a decision based on the safety of their employees and business infrastructure to temporarily remove the billboard."

The billboard showed two girls wearing hijabs, a head covering worn by some Muslim women, celebrating Australia Day in 2016.

Far-right groups share billboard image on social media

The United Patriots Front, a far-right group opposed to immigration, published an image of the billboard on its Facebook page on January 13, which has since been widely shared.

"State government billboard in Cranbourne spotted by a supporter — they're making every effort to redefine your nation and gradually erase you from history," the post read.

Mr Scott said he was not aware of whether the matter had been referred to the police.

"Whatever background people come from, images of people celebrating their love of this country should not be considered something that is offensive in the society," he said.

"I think it is something we should celebrate."

Greens Leader and Victorian Richard Di Natale said he was "disgusted" the campaign to remove the billboard was successful.

"Islamophobia is a genuine threat to Australian democracy and to the multicultural society that the vast majority of Australians cherish," he said.

"We must stand against racial hatred wherever we encounter it, and stand with those communities suffering from its vile effects."

QMS has not responded to the ABC's request for comment.