ID Protection Firm LifeLock Sued by Customers When CEO's ID is Stolen
Todd Davis, the CEO of the identity-theft protection service LifeLock is still defending his company, despite becoming a victim of identity theft himself.
Davis is most well-known for plastering his own social-security number on the side of trucks advertising the LifeLock service and in commercials. The shtick is that Davis is so confident in his service that he will publicly list his social-security number.
Even after becoming a victim to identity theft, Davis is still very confident in his service as he told the Today Show's Matt Lauer. Davis said that for the one instance that his identity has been stolen, there's been 87 other attempts to steal his identity that LifeLock protected.
Lifelock has been under a lot of scrutiny about its services and elaborate advertising. There's a handful of lawsuits still pending with accusations of false and misleading advertising.
Speaking to Lauer, Davis broke down what his service actually does beyond what the average individual is capable of.
"Beyond the fraud alerts and opting out of pre-approved credit cards, we are out there scanning over 10,000 Web sites where people buy and sell people?s personal information. We're going to authenticate when someone puts in a change-of-address form for you, which is a great indication you've been victimized," Davis told Lauer.
Davis does make sure to include the point that LifeLock doesn't guarantee that a customer's identity won't be stolen, and with services like this, that is one of the most important factors to remember.
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that guy's commercials were so irritating, I often was tempted to steal his identify myself!
Ditto... this guys a pin head
haha.
Hey! Quit insulting PINHEADS like that! I mean... there just MIGHT be some pinheads out there that aren't quite as big of an arrogant, self-important, greedy JERK as THAT GUY!
I watched all those commercials and often wondered just HOW he could do that (now I know HE COULDN'T)... Even saw his services once promoted as a "good idea" on one of those "shows," Montel, or something... Actually, I think it was my mother who did, and asked me about buying into it... I said I'd "think about it," lol... Still thinking! :)
It's kind of like all those "credit protection services" just about EVERY credit card company AND bank tries to sell us for $10 per month or more... most of what they offer you can get for free if you just do a little work on your own, and with your credit cards, if you're careful and responsible -- and quick to report fraud -- you're not responsible for more than $50 anyway.
They can ALL go jump!
Your headline says that LifeLock is being sued by customers. I've heard enough about davis. Tell me about the lawsuit.