In response to findings that tire air pressure is directly related to fuel efficiency, Michelin Tires rolled out two series of "low rolling resistance" tires to meet consumers' ever-growing need for fuel saving goods. But the legitimacy of claims made in ads for the new products has been called into question and now the tire maker may have to do some back-pedaling to clear things up.

According to TireReview, a Web site dedicated to all things rubber and road related (not to be confused with rubber and rode), Bridgestone filed a complaint with the National Advertising Division of the Council of Better Business Bureaus (NAD) calling 'bullshit' on claims made in Michelin ads that all their products are the most fuel-efficient (and more — see this article for more details).

NAD has made recommendations to Michelin about modifying the fine print to be more clear about their wares — but let this be a reminder to you all: if you lie about what your product does, you'll probably have a few months before anyone catches on. And by then enough widgets will have sold that it will all have been worth while. Let's hope they cover this riveting subject on TNT's 'TrustMe'.

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