Putting Your Money Where Your Mouth Is – Part II | Bruce Turkel

A few weeks ago I wrote about the ads for LifeLock, the personal information security company that was so sure of their services that they posted the social security number of Richard Todd David, LifeLock’s CEO, online (see TurkelTalks blog post HERE).

Now it turns out that the company’s services are so inept that David’s information has been repeatedly compromised. From an article in the West Virginia Gazette:

According to a class-action suit, filed in Jackson County, West Virginia, “While LifeLock has only publicly acknowledged that Davis’ identity was compromised on one occasion, there are more than 20 driver’s licenses that have been fraudulently obtained [using his personal information],” the suit states.

“Furthermore, a simple background check performed using Davis’ Social Security number reveals that his entire personal profile has been compromised to the extent that the birth date associated with his Social Security number is Nov. 2, 1940, which would [inaccurately] make Davis 67 years old.”

The lawsuit maintains that LifeLock, which claims on its Web site to be “the industry leader in the rapidly growing field of Identity Theft Protection,” made false and misleading claims in its multimillion-dollar ad campaign about the level of protection it provides.

“Through its advertisements, LifeLock misrepresents and assures consumers that it can protect against all types of fraud including, without limitation, computer hacking, password theft and other noncredit-related theft,” the suit reads.

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