...under the Fair Credit Reporting Act, fraud alerts can only be requested by the individual consumer or an individual acting on behalf of the consumer. Well, duh, when you sign up with somebody like Lifelock aren't you in turn asking them to act on your behalf to request the fraud alert?
I suspect Experian is up to something here... not sure what it is...
The problem is, if a fraud alert is placed on your ID, it makes opening new accounts more troublesome. Also, if it cuts down on the automated mailings for "pre-approved" offers, then Experian can't sell your info to credit card companies, banks, etc.
I am surprised that neither Equifax nor Trans Union has weighed in on this.
Cheers!