Beachgoers who appear to be flouting strict COVID -19 restrictions in Victoria by packing onto St Kilda beach have been warned they're "risking everything".

St Kilda beach was visibly packed on Friday afternoon, as the city reached its warmest temperature in months.

A 7 News reporter found himself in the middle of a rowdy crowd at St Kilda late on Friday. Very few people in the crowd were wearing a mask, which is still a legal requirement when out-and-about.

Footage shows a woman kissing the camera lens, and a man grabbing reporter Paul Dosley and kissing him on the cheek.

The footage was immediately condemned by chief health officer Dr Brett Sutton.

"Don't risk everything. What we can hold back now means a truly normal summer. Please - Hold. The. Line," Dr Sutton tweeted while sharing the footage.

Macnamara MP Josh Burns slammed the people on the beach as "selfish".

"For every business that's doing it tough in St Kilda, for every family who hasn't seen a loved one in months - go home," he tweeted.

"Ignoring health advice doesn't make you tough, it makes you selfish."

With the temperature is set to reach 28 degrees on Saturday, authorities are expected to be out-and-about ensuring COVID-19 rules are enforced.

It comes less than a week into Melbourne's second step of the COVID-normal plan, which allowed people to spend two hours outside per day.

Groups of up to five from a maximum of two households are now allowed to meet outside, but only with a five kilometre radius of their homes.

Face masks remain mandatory in metropolitan Melbourne, however many at the beach did not seem to be wearing a face covering.

Originally published as Beachgoers in video called 'selfish'