Malcolm Turnbull has brushed aside new Labor ads that criticise him over his corporate past, saying the Opposition "want to attack me for having a quid".
The ALP said it would run the ads on television as part of the by-election campaign. They are designed to show the PM will benefit personally if company tax cuts succeed.
Labor frontbencher Brendan O'Connor has ramped up the personal nature of the campaign by saying Mr Turnbull should "stand up to scrutiny and not have such a glass jaw".
The ads state the Prime Minister has "millions invested in funds which hold shares in dozens of big businesses which would benefit from the tax cut".
Labor also released analysis of Mr Turnbull's financial interests register, showing he indirectly owns shares in 32 companies worth over $50 million.
"Who exactly is he looking after?" the ads asks.
Mr Turnbull said Labor wanted to attack him and his wife Lucy for, "working hard, investing, having a go".
He said they paid "plenty of tax" and gave back to the community.
"That's apparently not the Labor way any more right, you are not allowed to have a go or be successful," Mr Turnbull said.
LNP backbencher Scott Buchholz said the ALP was "attacking the man" and Veterans Affairs Minister Darren Chester called it a "grubby personal" attack.
"Who gives a rat's how much Malcolm Turnbull is worth?" LNP backbencher Mr Buchholz told AM.
But Mr O'Connor said the ads are fair game.
"He is the richest man in Parliament, he stands to be the biggest beneficiary of the corporate tax cuts in the Parliament," Mr O'Connor told the ABC.
"You can take Malcolm Turnbull out of the bank but you can't take the banker out of Malcolm Turnbull.
"As the biggest shareholder in the Parliament he will stand to make a very significant sum of money as a result of these proposals and that should be clear when the Prime Minister is advocating for such reforms."
The Government has said it wants the Senate to vote on the company tax cuts this week, but so far it does not have the numbers for them to pass.
One Nation leader Pauline Hanson said she would not support the cuts unless the Government, "really target multinationals".
Centre Alliance senator Stirling Griff said his party remained unconvinced about the corporate tax cuts.
