Identity Theft Company LifeLock Once Again Failed To Actually Keep Identities Protected, Must Pay $100M

Identity Theft Company LifeLock Once Again Failed To Actually Keep Identities Protected, Must Pay $100M

Five months after federal and state regulators accused identity theft protection company LifeLock of violating a 2010 settlement in which it paid $11 million for allegedly using false claims regarding effectiveness of its services, the company has been ordered to pay $100 million in penalties and refunds for once again misleading consumers.  [More]

Man Uses LifeLock To Track Ex-Wife; Company Didn’t Care

Man Uses LifeLock To Track Ex-Wife; Company Didn’t Care

Imagine you found out that your former spouse had opened a fake LifeLock credit monitoring account in your name, and then used it to follow your every financial move for two years? Then imagine that no one at LifeLock will take your query seriously, even after the police get involved. [More]

Complaint Alleges LifeLock Violated 2010 FTC Settlement By Continuing To Make False Claims

Complaint Alleges LifeLock Violated 2010 FTC Settlement By Continuing To Make False Claims

Back in 2010, identity theft protection company LifeLock entered into an $11 million settlement with federal regulators and several states regarding its use of allegedly false claims regarding the effectiveness of its services. According to those same regulators, the company has violated that agreement by continuing to make claims that fail the truth test.  [More]

After Posting SS# In Ads, Lifelock CEO's Identity Stolen 13 Times

After Posting SS# In Ads, Lifelock CEO's Identity Stolen 13 Times

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]

LifeLock Settles With FTC For $11 Million Over False Claims
In Ads

LifeLock Settles With FTC For $11 Million Over False Claims In Ads

For several years, LifeLock has been so brash about their skills at protecting customers from ID theft that they not only drove around a truck displaying their CEO’s Social Security Number in public, they also advertised his SSN on TV ads. But that hubris has come back to bite them on the rear, as LifeLock has just agreed to a $11 million settlement with the Federal Trade Commission over the bulked-up claims made in their ads.

[More]

Class Action Filed Against Lifelock For Deceptive Advertising

Class Action Filed Against Lifelock For Deceptive Advertising

Finding Legal Lucre In Identity Theft

Finding Legal Lucre In Identity Theft

A slate of companies legitimately profit from identity theft by offering services that the three credit reporting agencies refuse to make easily accessible to consumers. The Times brings us the stories of three such companies that are sucking the venture capital teat all the way to market: