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Attorney General Reaches Settlement with LifeLock, Inc. Over Questionable Advertising

Identity Theft Protection Provider Agrees to $11 Million for Consumers

Southern Maryland Online,

Attorney General Douglas F. Gansler announced Tuesday that his Consumer Protection Division, along with consumer protection agencies from 34 other states and the Federal Trade Commission, has reached a settlement with LifeLock, Inc., a Tempe, Arizona-based identity theft protection provider, concerning the company’s advertising practices.

LifeLock sold its identity theft services through advertisements that claimed its services were “guaranteed” to protect consumers’ personal information and prevent criminals from using that information to open accounts in their names. Some ads even included CEO Todd Davis’ Social Security number, which Davis said, showed “how confident I am in LifeLock’s proactive identity theft protection.” The Attorney General alleges that LifeLock made a range of deceptive claims in its advertisements that misled consumers to believe its services were a “proven solution” that would protect against all forms of identity theft, including criminal, mortgage and child identity theft.


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