For most of us, it's just like Lorde says, we'll never be royals, but according to the PJs gurus Peter Alexander, you can still go to bed looking and feeling like one thanks to their exclusive "Royal Mother's Day" edition of sleepwear.

The advertising campaign features some pretty convincing look - a - likes of the Queen, Duke and Duchess of Cambridge and bubba George, donning the sleepwear and marketing it as a Mother's Day gift fit for Her Maj.

Effective advertising yes, but also a shining example of how seemingly harmless campaigns like this can fall foul of the Australian Consumer Law which is quite strict about businesses not misleading consumers into thinking that their goods or the business itself has a sponsorship approval or affiliation which it doesn't actually have.

Businesses can face penalties up to $1.1 million if they're found to be in breach, individual offenders are also caught.

You might think that no one's naive enough to really think the British Royals endorsed the Aussie pyjama retailer. The Courts have generally approached the question by having regard to all of the surrounding circumstances, the class of people the advertising is targeted at and the overall impression of the conduct. Peter Alexander caters for a pretty broad market for all ages and both genders.

Disclaimers can be considered in answering the question but definitely don't act as a get out of jail free card. In short, it's a pretty practical test of whether the conduct is really misleading, but it's flexible enough to consider a range of scenarios and consumers.

The ACCC has been rampant in its mission to champion consumer rights. Over the past year it's busted numerous businesses for misleading consumers about their rights and making claims in their advertising that don't match up to the true nature of the goods and/or services being supplied.

Our view on this one is that Peter Alexander can probably rely on the "nobody's that stupid" defence, but staying classy is the best way to avoid risk.

We do not disclaim anything about this article. We're quite proud of it really.