A method of controlling deposition of a continuous elongated element in building a tire for vehicle wheels, includes: feeding an initial end of a continuous elongated element of elastomeric material through a slit bounded by a first roller and a second roller of a calender; retaining the continuous elongated element against a peripheral surface of the first roller; laying the initial end of the continuous elongated element against a deposition surface; rotating the calender around an oscillation axis that is substantially coincident with a contact generatrix between the first roller and the second roller; and dragging along the continuous elongated element together with the deposition surface.