FTC Hammer Falls On LifeLock's Online Identity Theft Protection Service
On March 9, 2010, the FTC announced that LifeLock had agreed to pay $12 million to the FTC and 35 State attorneys general to settle allegations that claims it made about its identity theft protection service were false. LifeLock is well-known from its TV, radio and Internet advertising which touted its "proven solution" to prevent identity theft before it happened, and offered a $1 million guarantee to consumers. TV ads often featured CEO Todd Davis who would drive around in a van with his social security number painted on the side, while announcing his social security number on a loud speaker. In the ads, Davis would state, "I'm Todd Davis, and I'm here to prove just how safe your identity can be with LifeLock. That's my real social security number."
The FTC complaint, which was made public on March 8, stated that LifeLock's credit protection service actually consisted of the following elements: placing an Initial Alert on its customers' consumer reports with credit reporting agencies, obtaining and providing its customers with copies of their free annual credit reports, and submitting requests on its customers' behalf to remove their names from lists of prescreened offers of credit.
According to the FTC, these steps did not prevent identity theft and did not provide many of the protections LifeLock promised. While an Initial Alert can provide notice to businesses that someone may be impersonating another, it is only useful if the business accesses the consumer's credit report as part of the transaction - something that generally only occurs where a consumer opens a new account. According to the FTC, "Alerts do not protect against more common types of identity theft, such as misuse of an existing credit account . . . medical identity theft, employment-related identity theft, or using another's identity to evade law enforcement." An Initial Alert would also be highly unlikely to prevent wire transfer fraud, since financial institutions do not check credit reports before initiating wire transfers.
The FTC charged that LifeLock falsely claimed that its ID theft prevention service made customers' personal information useless to thieves and prevented unauthorized changes to customer address information. It also charged that LifeLock failed to take appropriate security measures to protect sensitive data that customers provided to LifeLock itself.
On March 9, LifeLock and Davis entered into a Stipulated Final Judgment and Order for Permanent Injunction to settle the FTC's claims. In this order, the defendants did not admit to the allegations in the FTC complaint. However, they did agree to an injunction prohibiting them from engaging in the activities charged in the FTC complaint, including, "misrepresenting" that its ID theft program "provides complete protection against all forms of identity theft by making customers' personal information useless to identity thieves."
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