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Irony alert: LifeLock CEO gets identity stolen repeatedly

Written by Andre Yoskowitz (Google+) @ 20 May 2010 11:42 User comments (7)

Irony alert: LifeLock CEO gets identity stolen repeatedly LifeLock, the ID protection firm that last month was hit with a $12 million fine for "deceptive advertising" has just gotten another hit to its reputation this week.
The company, which has a "$1 million guarantee," says it will spend up to $1 million on any subscriber if the service fails to protect their ID. LifeLock costs $15 per month.

As a publicity stunt to show off the effectiveness of the product, CEO Todd Davis publicly showed off his name and social security number, while saying he is also a LifeLock member.

This week, it is being reported Davis has had his identity stolen 13 times since 2007. In 2007, Davis said: "I'm glad to take the center stage to put mine out there as example, because then we can tell people you can take steps to make this useless to criminals."

Within weeks, Davis' identity was stolen and a man in Georgia used his account to open an AT&T Wireless account, with a bill over $2300.

That was just the beginning, however. The Phoenix News Times is reporting that Davis has had his ID stolen at least 12 times since, with people taking out small loans, Gap credit cards, Verizon wireless accounts and even paying off their energy bills with his name.

After the report, Davis responded: "We have always said that no one can completely stop identity theft, including LifeLock. Just because we say protect, we aren't saying prevent."

Ouch. Why would anyone pay for your service Mr. Davis if you cannot prevent ID theft?

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7 user comments

120.5.2010 12:17
oappi
Inactive

Ouch. Why would anyone pay for your service Mr. Davis if you cannot prevent ID theft?

"The company, which has a "$1 million guarantee," says it will spend up to $1 million on any subscriber if the service fails to protect their ID."

Ever heard "Insuarance"?

220.5.2010 12:17

It would be interesting to see if any of that was covered under their "$1 million guarantee"...I'm sure the coverage is extremely limited and good luck proving anything was due to "some failure or defect in their service"...A shifty sounding deal to me for sure!

320.5.2010 14:26

Instead of fixing the root of the problem that causes identify theft, this allows for companies like these to take advantage of the population and make a profit. But of course, the insurance companies lobby themselves with the system, so there are less measures put in place to prevent identify theft, allowing them to profit.

It's kind of like how the food is making us fat,obese and unhealthy, then then other companies profit by selling the population exercise machines, diet food regimes, health insurance, etc.

They create the problem and provide the solution at the same time.

420.5.2010 15:43
ID_Theft_Preventor
Unverified new user

If you would require an 8 or 9 digit PIN to open an account or withdraw money or pay with credit card, ID theft would disapear!!

520.5.2010 16:29
SpellingPolice
Unverified new user

I've actually never heard of "insuarance". Care to elaborate?

620.5.2010 22:26

I think lifelock is to fix the troubles caused by ID theft not prevent it.

724.5.2010 0:22

Originally posted by ZippyDSM:
I think lifelock is to fix the troubles caused by ID theft not prevent it.
My thoughts exactly. They are basically selling insurance.

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