Midas Bakes Brake Claims

The Council of Better Business Bureaus said Midas Inc. agreed to drop claims that its Vehicle Specific Design brakes “perform as well as the original—or better” and clarify claims that its brakes are designed for each “vehicle type” in ads from Euro RSCG/Tatham, Chicago.

Ford Motor Co. had complained that the statements were misleading because the Midas brakes are designed differently than original equipment and because the “types” of vehicles Midas meant didn’t match what consumers would expect from the statement. Midas denied the charges but said it will clarify the term “vehicle type.”