LifeLock Lawsuit Over – Settles Deceptive Advertising Claims with Feds for $12million

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[Updated August 2, 2018] LifeLock, the company that offers identity theft insurance, has settled a lawsuit with the FTC after the Federal Trade Commission sued LifeLock for deceptive advertising claims. LifeLock says that they were happy to settle the suit because the suit was based on facts that are two years old, and no longer applicable.

Of the state of things two years ago, however, FTC Chairman Jon Leibowitz says that “While LifeLock promised consumers complete protection against all types of identity theft, in truth, the protection it actually provided left enough holes that you could drive a truck through it.”

That may or may not have been a sarcastic reference to the truck that LifeLock itself used in its marketing campaigns, which had LifeLock CEO Todd Davis’ social security number emblazoned on the side, for all to see (and, in theory, try to steal).

In a statement, Davis said that “Nothing changes as a result of this settlement because it was based on activities from over two years ago. We agreed to settle this matter in order to quickly put this behind us so we can get back to doing what we do best – helping to protect our members from identity theft.”

In fact, adds Davis, he feels that the settlement will help to “set advertising standards for the entire identity theft protection industry.”

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LifeLock Lawsuit Over – Settles Deceptive Advertising Claims with Feds for million

The FTC’s complaint against LifeLock included allegations that LifeLock had made promises to consumers that it couldn’t fulfill, including promises about protections against identity theft, that it was the first company to offer identity theft protection, and that it protected against unauthorized changes to a customer’s address information.

The FTC also alleged that Lifelock offered no protection against the abuse of accounts which already exist (as compared to the unauthorized creation of a new account in a consumer’s name), and alleged that LifeLock was being deceptive in claiming that it offered constant monitoring of their customers’ credit reports, and that customers would always be alerted before a new account was opened in a customer’s name.

According to Illinois Attorney General Lisa Madigan, one of 35 states’ attorneys general to be part of the plaintiff pool, “This agreement effectively prevents LifeLock from misrepresenting that its services offer absolute prevention against identity theft because there is unfortunately no foolproof way to avoid ID theft. Consumers can take definitive steps to minimize the chances of having their personal information stolen and this settlement will help them make more informed decisions about whether to enroll in ID theft protection services.”

As we said in our original article on LifeLock, we have no direct experience with them, so we can’t say “use them”, but we also can’t say “don’t use them.”

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LifeLock Lawsuit Over – Settles Deceptive Advertising Claims with Feds for million

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6 Replies to “LifeLock Lawsuit Over – Settles Deceptive Advertising Claims with Feds for $12million”

  1. Never got alerted that a water bill, electric bill, cable bill, was opened in my name at a new address either.

  2. Also applied for a credit line at lowes and got no alert asking if it was me or not. Just called them and the lady talked herself in circles and continued to talk over me anytime I tried to talk. She basically said that someone could change my address and get my mail with my personal information in it for 30 days before I would know about it. Also asked her about my bank and why i wasn’t alerted about that and she basically said if identity theft happened with any company I would have to contact them. So I asked her what I’m paying lifelock for and she stumbled her words up and provided me no assurance that my identity is being protected. I will cancel before next payment due.

  3. I recently signed my wife and myself up for lifelock before moving due to a real estate lady ignoring our calls after providing her with our personal information. After moving and updating my address with my bank and post office and other companies I never recieved an alert from lifeLock like I was supposed to. I just today weeks after updating address everywhere else have updated it on lifelock. I’m skeptical now that I’m paying for nothing.

  4. My main beef with Lifelock is with their advertising…ads which I have heard as recently as the past month. Specifically, they give an example of someone who had their credit cards stolen from their car…and lamenting that they should have signed up for Lifelock. Credit card theft is NOT identify theft. Lifelock even admits this on their own web site. I wish they would stop advertising using samples that are completely unrelated to the product they actually sell. That would be like Allstate having an ad about someone who crashed their mountain bike and should have purchased automobile insurance. It’s simply misleading and there are too many gullible people out there.

    Just my 2 cents.


  5. I subscribed to LifeLocks’ services months after they opened for business in 2005 after my personal affects, including Passport, Birth Certificate and other confidential information was stolen in a burglary. I worked closely with them to provide the Police Report and all other pertinent information. Within a couple of months people were applying for credit–my credit, which I’ve earned. As recently as 2010, a man in Brooklyn tried to withdraw money from my Bank Account using a driver’s license with my information and his picture. LifeLock has been there for me for each incident. LifeLock agents are proactive and take immediate action while I’m busy at work. I consider the $10 monthly fee to be credit insurance and I’m grateful for their services.

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