
It had to happen.
LifeLock CEO Richard Todd Davis was so confident in his security company that he publicly dared criminals to steal his identity, posting his Social Security Number in the company’s ads.
457-55-5462, for the record.
Can you guess what happened next? I knew you could.
Yes, there are more than 20 different driver’s licenses issued to that particular SSN, which you’d think should have raised some flags in government departments, but then, they don’t generally claim to be in the business of protecting people’s personal privacy.
And thus, a lawsuit was born:
“…a simple background check performed using Davis’ Social Security number reveals that his entire personal profile has been compromised to the extent that the birth date associated with his Social Security number is Nov. 2, 1940, which would [inaccurately] make Davis 67 years old.” The lawsuit maintains that LifeLock, which claims on its Web site to be “the industry leader in the rapidly growing field of Identity Theft Protection,” made false and misleading claims in its multimillion-dollar ad campaign about the level of protection it provides.
“Through its advertisements, LifeLock misrepresents and assures consumers that it can protect against all types of fraud including, without limitation, computer hacking, password theft and other noncredit-related theft,” the suit reads.
But LifeLock doesn’t protect against many forms of identity theft, according to the lawsuit.
The Arizona-headquartered company does place and renew fraud alerts on its subscribers’ credit profiles. But it does nothing to combat breaches involving personal bank, employment or medical information, as well as theft pertaining to government documents and benefits, the suit alleges.
Which, of course, wouldn’t be an issue, if LifeLock didn’t claim to be an all-encompassing security service, guaranteeing $1million against damages arising from identity theft of any of its clients without actually providing prevention or protection. Meanwhile, the company checks security by using its clients’ free annual credit checks, charging them $110 p.a. for the privilege.
And from the Department of You Couldn’t Make It Up, the lawsuit claims that Davis’s co-founder originated the idea while in jail for ripping off the Mirage Casino in Vegas, that he got the money to start the company by stealing his own father’s identity and racking up his credit cards, and that LifeLock’s client list includes people who committed identity theft and used the proceeds to sign up for…LifeLock’s identity theft protection.
Yet one more reason to make sure you’re dealing with the right security company.
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