Lifelock promised in ads that its $10 monthly service would protect consumers from identity theft. The company also offered a $1 million guarantee to compensate customers for losses incurred if they became a victim after signing up for the service. The FTC called the claims bogus and accused LifeLock of operating a scam.
“In truth, the protection they provided left such a large hole … that you could drive that truck through it,” said FTC Chairman Jon Leibowitz, referring to a LifeLock TV ad showing a truck painted with Davis’s Social Security number driving around city streets.
Davis’ history as an identity-theft victim would seem to call into question the company’s ability to protect consumers from a similar fate.
LifeLock CEO Todd Davis has been a victim of identity theft at least 13 times.
http://www.wired.com/threatlevel/2010/05/lifelock-identity-theft
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