Florida AG announces LifeLock settlement

Keith Loria Nov. 19, 2010, 4:00pm


TALLAHASSEE, Fla. (Legal Newsline) - Florida Attorney General Bill McCollum announced on Friday that, as part of a multi-state settlement agreed to in March, an identity theft service company has begun providing restitution to Florida customers.

LifeLock Inc. allegedly engaged in misleading advertising practices by guaranteeing to protect consumers' personal information and claiming to be able to stop criminals from using consumers' information to create fraudulent accounts.

One popular ad by the company even featured the company's CEO Todd Davis, who provided his social security number in an effort to demonstrate his confidence in the services LifeLock offered.

Complaints from customers, however, came to the attorney general's attention, and several of LifeLock's claims allegedly weren't true, leading to the March settlement.

More than 70,000 checks in the amount of $10.87 will be mailed to Florida consumers as part of the settlement the company made with McCollum's office, the FTC and 34 other states.

LifeLock, in addition to the payments, is prohibited from overstating the risk of identity theft to consumers from now on, including whether a particular consumer has become or is likely to become a victim.

The company is also required to halt misrepresentations of its services, including telling consumers that its services can protect against or eliminate the risk of identity theft or that it will constantly monitor activity on each of its customers' consumer reports.

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