So confident is Lifelock in its $10-$15/month “identity theft protection service” that its CEO Todd Davis posts his social security number in its ads. Unfortunately, his identity has been stolen 13 times since doing so, reports the Phoenix Times. The FTC fined Lifelock $12 million in March for deceptive advertising.

Cracking LifeLock: Even After a $12 Million Penalty for Deceptive Advertising, the Tempe Company Can’t Be Honest About Its Identity-Theft-Protection Service [Phoenix New Times via WIRED]

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LifeLock Settles With FTC For $11 Million Over False Claims In Ads
Class Action Filed Against Lifelock For Deceptive Advertising
Finding Legal Lucre In Identity Theft

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