The skies are about to get a little bit friendlier to fliers thanks to a crackdown on false advertising in the airline industry.  A new policy that went into effect yesterday will force airlines to honor the fare prices they state in their ads.  If those billboards advertising flights from Boston to London for $130 seemed too good to be true, that’s because they were- with taxes and other fees, it’s probably more like $750.  Now, airlines will no longer be allowed to lie about their prices in order to entice customers- they’ll have to state the true, full cost of travel in their ads.  Unfortunately, they’ll still be able to conceal the many so-called optional fees, like baggage fees and seat reservation fees, but this new rule is a step in the right direction.