VICTORIANS have been urged to check toothpaste labels for a dangerous chemical after the Brumby Government placed new bans on cheap Chinese imports.

Fines of $60,000 and above will hit retailers caught selling the banned toothpastes, which contain unsafe levels of diethylene glycol (DEG).

Consumer Affairs Minister Tony Robinson confirmed that several suspect brands had been seized from Melbourne shelves, with laboratory tests under way.

The ban, which prohibits the sale of toothpastes containing more than 0.25 per cent by weight of the substance, is expected to affect discount stores in Melbourne that sell cheaper, alternative brands.

The Brumby Government's ban follows last month's move by the US Food and Drug Administration to issue a worldwide recall for a brand of Chinese toothpaste commonly found in hotels.

The new ban for Victorian retailers was formalised by the Government late last week, and follows the removal of 43,000 Chinese toys from Australian stores last month due to concerns over toxic paint.

There has also been concern about the standard of pet food made in China.

Most locally made brands of toothpaste are expected to be safe, but Mr Robinson said Victorians should inspect the contents of their toothpaste.

"Consumers should check their toothpaste labels for DEG and dispose of the tube if they detect DEG or suspect the product," he said.

DEG is usually found in antifreeze or used as a solvent, but there are concerns that cheap toothpaste manufacturers in China have started using the chemical as a hardener and sweetener instead of glycerine.

Agencies have warned that DEG is a "central nervous system depressant" and a potent toxin for the kidney and liver.

The Age believes it is particularly dangerous for children and people with immune deficiencies.

Mr Robinson said the ban meant traders could not import, stock or sell brands that breached the acceptable limit of DEG.

"Victorian traders caught selling banned goods can face fines in excess of $60,000," he said.

My mum was talking about this the other day!