Free Republic

PHOENIX, March 28 /PRNewswire/ -- Today an Arizona consumer filed a proposed class-action lawsuit against LifeLock, a heavily promoted company that claims to protect consumers against identity theft. The lawsuit alleges that the three-year-old company defrauds customers by offering services it cannot legally perform, and by touting a $1 million guarantee that the suit alleges is wildly misleading. Filed in United States District Court for the District of Arizona, the suit seeks to recover money consumers paid to LifeLock. LifeLock, headquartered in Tempe, Arizona, uses aggressive advertising to entice consumers to sign up for its $10-a-month service which it describes...

(CBS4) ― For the eighth straight year, the Federal Trade Commission reports that identity theft is the No. 1 consumer complaint it receives. According to the FTC, nearly 23,000 people become victims of identity theft every day. Now consumers can sign up with several different companies that all promise to help protect their identity. How well do they work? CBS4 found out, when it picked three popular companies and put them to the test. The first company is LifeLock. The CEO of LifeLock actually publishes his social security number to promote his company's ability to protect a person's identity. The...

Credit bureau Experian is suing the identity theft prevention firm LifeLock, accusing it of deception and fraud in its familiar advertising campaign, which includes a spot in which CEO Todd Davis reveals his Social Security number and then brags about the effectiveness of the company’s protections. In the lawsuit, filed in U.S. District Court on Feb. 13, Experian contends that LifeLock's advertising is misleading and that the firm is breaking federal law in the way it goes about protecting consumers. Lifelock CEO Davis, in an interview with msnbc.com on Wednesday, called the lawsuit baseless and said that Experian is simply...