An Auckland lawyer says Kiwi-brand WORLD has without a doubt misled customers.

The fashion label is in hot water after putting Made in New Zealand tags on garments that had tags inside confirming they were actually made in Bangladesh.

The Commerce Commission's so far received five complaints against the clothing brand.

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Partner at Buddle Findlay lawyer Tony Dellow says he'd be surprised if the commission didn't come back saying consumers were misled.

"It's the first representation and it's the most prominent representation that is going to influence the consumer."

Dellow says while the brand claims there have never had any complaints, it's still a breach of the Fair Trading Act.

"The test is whether it is deceiving, so nobody has to be misled by it for it to breach the law."

Dellow told Larry Williams that it doesn't matter if they intended to mislead people or not - a breach is still a breach.

A commission spokesman says the watchdog was assessing complaints and looking into a potential investigation.

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