Major supermarkets have been accused of misleading shoppers with ambiguous discount labels, a Choice survey has found.

More than 1,000 Australians took part in the survey, which examined a number of price tags from Woolworths, Coles, and Aldi advertising “Super Savers”, “Down Down”, and “Prices Dropped”, among others.

The survey found one in four Australians find it difficult to distinguish whether promotional tags represent the usual price or a genuine discount.

Consumer advocacy group Choice has called on the competition regulator to prevent the big supermarkets from using slogans, designs, and colours that imply a discount when no such savings exist.

According to Choice, a coconut water at Woolworths and a shampoo at Coles were examples of products that potentially do not represent genuine deals.

These findings come as Coles and Woolworths, who control two-thirds of the market, currently face a Senate inquiry.

Photo: IGA Supermarket, Tribeca, East Melbourne by Alpha is available HERE and is used under a Creative Commons Licence. This image has not been modified.