I would think a tire company can advertise any brand of tires their distributors will let them sell. The dealer woudl however be responsible for assuring any logos they use are done within the guidlines set by the respective manufacturers. For example using the correct colors, amount of space between their logo and other logos, etc. Many manufacturers have logo use guidelines.
Not that everyone follows or even looks into them...
On the main topic - there are companies that will agressivley pursure those who use their marks illegally like Disney, Harley Davidson, Collegiate Licensing (most all college and university marks), Ford, etc, etc. Places and people are sued, fined, taken to jail, given cease and desist notices daily from these and other companies. Then there are companies who do not agressivley pursue illegal use of their marks. Those are the ones most abused as those who illegally use the marks for their own financial gain without permission of compensation to the mark owner know they can get away with it.
Of course there are many just like our customers who think if they can download something from the internet then it must be free for them to use. Some are simply ignorant to the fact that logo marks, images, etc. are by default copyrighted works that are exclusivley owned by their creators. Often times the creators do not even know. That being said - as any should know. Ignorance of the law is not an excuse and does not make breaking the law acceptable or legal in any way. As has also already been alluded to in some respect is it also potentially brings other law breaking into play regarding unfair business practices and competition.
I know a local flea market here that was raided a couple of months ago. Mostly people selling fake products ranging from designer clothing, purses, car audio, movies and music, etc but I know at least one vinyl place and one t-shirt place selling shirts with unauthorized designs all got arrested, taken to jail. Their inventory, money on hand, records on hand, computers, even vehicles, all confiscated as evidence. Another one to keep in mind - the most common ones to tip the police or mark holders off on illegal use of marks or fake products, etc are the other shops who legally use the marks. In other words your competitors who are not thrilled with someone selling the same or similar products that are doing so with an illegal and unfair advantage. Don'e get me wrong - I do not really like a rat anymore than anyone else however I also do not like someone taking food off of my plate.