A method, and related apparatus, for controlling tyres in a production line, includes: predisposing a tyre to be controlled; elastically deforming a lateral wall portion of the tyre by imparting a compression force on an outer contact surface of the lateral wall portion, the compression force having axial direction and sense directed toward the middle line plane; illuminating an inner and/or outer surface of the lateral wall portion and detecting an image of the illuminated surface; generating a control signal representative of the detected image; and analyzing the control signal in order to detect the possible presence of flaws on the lateral wall portion.