SEATTLE – LifeLock – the identity theft prevention provider whose CEO published his Social Security number in advertisements – can no longer claim its services protect consumers from all forms of identity theft.
“The states and Federal Trade Commission picked apart LifeLock’s claims and alleged the company couldn’t deliver on its promises,” Attorney General Rob McKenna said. “Today’s agreement deadbolts LifeLock’s ability to claim its services eliminate the risk of identity theft.”
A group of 34 state attorneys general joined the Federal Trade Commission (FTC) today in announcing an agreement with LifeLock, under which the Tempe, Ariz.-based company will pay $11 million in restitution to consumers. Although the FTC and state attorneys general share jurisdiction to investigate unfair and deceptive practices against consumers, a joint enforcement action of this magnitude is unprecedented.
Each year, about 8 million Americans, including 5,000 Washington residents, become victims of identity theft or identity fraud. Given these alarming statistics, attorneys general said consumers are looking for ways to protect themselves and their pocketbooks.