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CEO known for putting Social Security number in ads * FTC says ads were deceptive, overstated protections * CEO says new ads better clarify LifeLock services LifeLock Inc, which promises to protect consumers from identity theft, agreed to pay $12 million to settle claims by the Federal Trade Commission and 35 U.S. states that it overstated the value of its service. The FTC said on Tuesday the settlement bars LifeLock and its principals from making "deceptive claims" and requires the Tempe, Arizona-based company to take "more stringent measures" to safeguard the personal information of customers. The FTC said LifeLock has...

Back in April 2008, APRPEH posted: Lifelock Getting Picked. At that time, Lifelock and its over-exposed CEO Todd Davis was at the beginning of a slew of legal issues. Well finally, the Experian case may have hammered the first nail into the coffin of Lifelock. According to the above story, Lifelock's procedure of proactively placing fraud alerts is an "unfair business practice". U.S. District Judge Andrew Guilford of the Central District of California ruled that: "Experian clearly incurs costs each time it must process a fraud alert made by LifeLock. These costs include the costs of allocating Experian’s electronic resources...

SAN JOSE, California (AP) -- Todd Davis has dared criminals for two years to try stealing his identity: Ads for his fraud-prevention company, LifeLock, even offer his Social Security number next to his smiling mug. Now, LifeLock customers in Maryland, New Jersey and West Virginia are suing Davis, claiming his service didn't work as promised and he knew it wouldn't, because the service had failed even him. Attorney David Paris said he found records of other people applying for or receiving driver's licenses at least 20 times using Davis' Social Security number, though some of the applications may have been...

Todd Davis has dared criminals for two years to try stealing his identity: Ads for his fraud-prevention company, LifeLock, even offer his Social Security number next to his smiling mug. Now, Lifelock customers in Maryland, New Jersey and West Virginia are suing Davis, claiming his service didn't work as promised and he knew it wouldn't, because the service had failed even him. Attorney David Paris said he found records of other people applying for or receiving driver's licenses at least 20 times using Davis' Social Security number, though some of the applications may have been rejected because data in them...

N.J. Class Action Lawsuit Filed Against LifeLock Alleging Deceptive Marketing Regarding Limited Level of Protection Against Identity Theft NEW BRUNSWICK, N.J., March 31, 2008 /PRNewswire via COMTEX/ -- A class action lawsuit was filed on Friday, March 28 against LifeLock, Inc. and its CEO Richard "Todd" Davis by Dr. Warren Pasternack and his wife, Susan Pasternack, on behalf of themselves as well as all other New Jersey LifeLock subscribers. The Pasternacks allege that LifeLock misled them about the limited level of identity protection the company provides, and failed to warn them about the potential adverse impact those services could have...