Broadcasting SSN turns out to be a bad idea
May 23, 2008
I just caught Todd Davis, CEO of Lifelock, on the Today show - trying to explain to Matt Lauer how his company’s ad doesn’t technically guarantee your identity won’t be stolen, only that Lifelock will handle the mess if it does.
He’s in hot water today, since a bunch of Lifelock customers - from Maryland, West Virginia and New Jersey - are suing him, saying his service didn’t work and he knew it, since it failed him, too. On Today, he pointed out that only one of the 87 people who have tried to steal his identity has walked away with cash in hand.
From the AP story:
Davis acknowledged in an interview with The Associated Press that his stunt has led to at least 87 instances in which people have tried to steal his identity, and one succeeded: a guy in Texas who duped an online payday loan operation last year into giving him $500 using Davis’ Social Security number.
[The plaintiffs’ attorney] Paris said the fact Davis’ records were compromised at all supports the claim that Tempe, Ariz.-based LifeLock doesn’t provide the comprehensive protection its advertisements say it does.
On Today, Davis only got about 90 seconds to defend the Lifelock ads, which claim “We aim to stop identity theft before it happens” and “Protect yourself, your family, and all you’ve worked for. Guarantee your good name now.” His argument: The company states on their Web site that the guarantee relates to the costs incurred in the “unfortunate event your identity is stolen” and that no one can prevent identity theft completely. He says Lifelock’s actions on behalf of clients reduce the chances of it happening to them.
I’m not a lawyer, but their ad seems binding to me - though it does say “See Web site for details”. What do you think? Will Lifelock and Todd Davis prevail? Or is his service taking advantage of consumers?
JACKIE SAUTER, Web Editor
Comments
Got something to say?
-
Business
Business posts- UnderArmour to supply apparel for SEC
- The next Great Depression: How ya like them apples?
- It’s all for the kids
- Will CEG shareholders support EDF’s bid?
- Battle of the Beltway
- Any price is too high if you’re broke
- Maryland: 10th-fastest internet speeds in nation
- Where the deals are
- Phelps named Sportsman of the Year
- Can SUV sales make a comeback?
Law
Law posts- Tis’ the season for layoffs
- A case of mistaken identity
- Beware of the blogging juror
- Inmate sought to intervene in Wells Fargo suit
- What’s behind that law firm’s headcount?
- Law blog round-up
- This week in Maryland Lawyer
- A history of football in Baltimore, courtesy of a lawsuit
- Baltimore crime stuck at 12th-worst in U.S.
- First a mongrel Mercedes, now a botched Bentley
Recent Posts
- Tis’ the season for layoffs
- UnderArmour to supply apparel for SEC
- The next Great Depression: How ya like them apples?
- A case of mistaken identity
- It’s all for the kids
Recent Comments
- Jacki Pearlman: Unfortunately, the game will not live up to it’s hype. I am a diehard Redskins fan after being...
- Isolde: Anybody remember GreedyAssociates.com? That’s basically a forum for ads and political weirdos now. Why?...
- Liz Farmer: Thanks for chiming in guys. Ed, you are exactly right. I did not include this in my original post but...
- Rick Rigini: Did you ever read the children’s book Norman the Doorman?
- Ed Waters Jr.: In many articles, it seems the writers tend to overlook the fact that some people need an SUV (or...
On Commenting
We ask that our readers follow a few guidelines, noted below.Please do not post any personal attacks, profanity, spam or other advertisements — they will be removed. Also, please post using only one name or pseudonym, as this consistency helps establish a sense of community. We will delete posts if they are signed with different names but originate from the same IP or email address. And if you’re going to comment using a proper name, please make it your own. Deliberate misrepresentations will be removed.