Forums: LifeLock

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CEO known for putting Social Security number in ads * FTC says ads were deceptive, overstated protections * CEO says new ads better clarify LifeLock services LifeLock Inc, which promises to protect consumers from identity theft, agreed to pay $12 million to settle claims by the Federal Trade Commission and 35 U.S. states that it overstated the value of its service. The FTC said on Tuesday the settlement bars LifeLock and its principals from making "deceptive claims" and requires the Tempe, Arizona-based company to take "more stringent measures" to safeguard the personal information of customers. The FTC said LifeLock has...

Back in April 2008, APRPEH posted: Lifelock Getting Picked. At that time, Lifelock and its over-exposed CEO Todd Davis was at the beginning of a slew of legal issues. Well finally, the Experian case may have hammered the first nail into the coffin of Lifelock. According to the above story, Lifelock's procedure of proactively placing fraud alerts is an "unfair business practice". U.S. District Judge Andrew Guilford of the Central District of California ruled that: "Experian clearly incurs costs each time it must process a fraud alert made by LifeLock. These costs include the costs of allocating Experian’s electronic resources...

Suit alleges Trademark Infringement, Deceptive Trade Practices, Consumer Protection Act Violation and others. NASHVILLE, Tenn., June 27 NASHVILLE, Tenn., June 27 /PRNewswire/ -- On Wednesday, attorneys for NAMESAFE filed a Federal Complaint in the Middle District of Tennessee against identity theft protection company LifeLock asserting that LifeLock and its CEO Todd Davis attempted to steal the trademark and deceptively divert traffic from search engine users intending to go to NAMESAFE.com. The suit alleges various violations of Trademark Laws and the Tennessee Consumer Protection Act, as well as other causes of action, asserting that LifeLock has attempted to lead unsuspecting consumers...

SAN JOSE, California (AP) -- Todd Davis has dared criminals for two years to try stealing his identity: Ads for his fraud-prevention company, LifeLock, even offer his Social Security number next to his smiling mug. Now, LifeLock customers in Maryland, New Jersey and West Virginia are suing Davis, claiming his service didn't work as promised and he knew it wouldn't, because the service had failed even him. Attorney David Paris said he found records of other people applying for or receiving driver's licenses at least 20 times using Davis' Social Security number, though some of the applications may have been...

Todd Davis has dared criminals for two years to try stealing his identity: Ads for his fraud-prevention company, LifeLock, even offer his Social Security number next to his smiling mug. Now, Lifelock customers in Maryland, New Jersey and West Virginia are suing Davis, claiming his service didn't work as promised and he knew it wouldn't, because the service had failed even him. Attorney David Paris said he found records of other people applying for or receiving driver's licenses at least 20 times using Davis' Social Security number, though some of the applications may have been rejected because data in them...

N.J. Class Action Lawsuit Filed Against LifeLock Alleging Deceptive Marketing Regarding Limited Level of Protection Against Identity Theft NEW BRUNSWICK, N.J., March 31, 2008 /PRNewswire via COMTEX/ -- A class action lawsuit was filed on Friday, March 28 against LifeLock, Inc. and its CEO Richard "Todd" Davis by Dr. Warren Pasternack and his wife, Susan Pasternack, on behalf of themselves as well as all other New Jersey LifeLock subscribers. The Pasternacks allege that LifeLock misled them about the limited level of identity protection the company provides, and failed to warn them about the potential adverse impact those services could have...

Lifelock Getting Picked Since February 2008, Lifelock, the company that guarantees that your identity will not be stolen has been hammered by legal problems. Lifelock charges consumers $10 a month for the privilege of allowing the company to manage your Fair Credit Reporting Act right to a free initial security alert and which automatically opts out a consumer from pre-approved credit offers for six months. The Lifelock website states: LifeLock, the industry leader in proactive identity theft protection, offers a proven solution that prevents your identity from being stolen before it happens. We'll protect your identity and personal information...

PHOENIX, March 28 /PRNewswire/ -- Today an Arizona consumer filed a proposed class-action lawsuit against LifeLock, a heavily promoted company that claims to protect consumers against identity theft. The lawsuit alleges that the three-year-old company defrauds customers by offering services it cannot legally perform, and by touting a $1 million guarantee that the suit alleges is wildly misleading. Filed in United States District Court for the District of Arizona, the suit seeks to recover money consumers paid to LifeLock. LifeLock, headquartered in Tempe, Arizona, uses aggressive advertising to entice consumers to sign up for its $10-a-month service which it describes...

Credit bureau Experian is suing the identity theft prevention firm LifeLock, accusing it of deception and fraud in its familiar advertising campaign, which includes a spot in which CEO Todd Davis reveals his Social Security number and then brags about the effectiveness of the company’s protections. In the lawsuit, filed in U.S. District Court on Feb. 13, Experian contends that LifeLock's advertising is misleading and that the firm is breaking federal law in the way it goes about protecting consumers. Lifelock CEO Davis, in an interview with msnbc.com on Wednesday, called the lawsuit baseless and said that Experian is simply...