A 'Rethink Retreads' campaign, organised by the Wales Environment Trust, argues that modern methods mean the tyres are just as safe as new ones. The campaign highlights the fact that all UK airlines use retreaded tyres and that safety standards are often more stringent than for new tyres.
Sponsors of the campaign include the Welsh Assembly, Welsh Development Agency and the Environment Agency.
Organisers claim the campaign is a UK first and they have received support from the major tyre industry representative bodies, including The Tyre Industry Council and The Retread Manufacturers' Association.
Professor Garel Rhys, of the Centre for Automotive Industry Research, added his voice to the debate, saying: 'Because of myths and ignorance the use of retreaded tyres meets a high degree of customer resistance and corporate indifference.'
The campaign has been given added importance because of new landfill laws that will become progressively tougher over the next few years. It is estimated that almost 5,000 tonnes of tyres could be saved from landfill every year by the retread campaign.
A spokesman for the campaign said: 'The Rethink Retreads campaign will provide authoritative guidance for buyers seeking best value for their commercial fleet tyre purchases and policy makers who wish to contribute to the sustainable development of Wales.
'It aims to get to grips with the very basics of what a retreaded tyre is and dispel the mainly outdated, unsubstantiated concerns people have about them by focusing on improving confidence'
He added: 'While mainly focusing on large commercial vehicle retreads, such as trucks, lorries and buses, much of the information is also relevant to smaller commercial and specialist passenger vehicles.'