LifeLock CEO has had identity stolen 13 times

June 5, 2010 at 1:05 a.m.

It's been two months since I reported to you that the Federal Trade Commission (FTC) tried to gut LifeLock with a $12 million penalty for deceptive advertising. Well, the company's website still boasts that it can protect people from identity theft. The Tempe based company has spent millions of dollars on ads that broadcast CEO Todd Davis' Social Security number.

Customers pay $10 to $15 a month for the supposed protection - and for LifeLock's "$1 million guarantee" if the protection fails. Davis, a suit-wearing, ever-smiling salesman with short, blond hair, exhibits confidence in LifeLock's ads. But the evidence shows that he shouldn't be the slightest bit confident in LifeLock's ability. His identity has been stolen 13 times that we know of.


I often have discussed, mainly about their problems with the FTC concerning their advertising. The problem, of course, was that thousands of consumers signed up for a free credit report only to learn later they had signed up for a costly monthly monitoring service. The site's owner, Experian, is looking to sing a new tune with the launch of a website called In the process, the credit bureau is parting ways with the band made popular in its ads, and kicking off a search for a replacement.

With the launch of, Experian is shifting its focus from credit reports to credit scores. Using a different band in new ads reflects that transition, said Chris Moloney, svp and CMO of Experian's U.S. consumer direct unit. The company is spending between $10 and $15 million on the effort. We only hope that we will not have the same problems again with this new venture.


And finally, a safety warning. If you are selling your car and the potential unknown buyer wants to meet you to see your car, be careful or you may be a victim of a crime. Please remember these safety tips:

When arranging a meeting, never meet at your home.

Always select a busy public place with video surveillance of the parking area. A great alternative is the parking lot of your local police department.

Do not meet in a secluded place, or invite strangers into your home.

Take your cell phone along if you have one.

Trust your instincts.

Do not allow the buyer to test drive your vehicle into unfamiliar neighborhoods or industrial areas. They might be driving you into a trap.

Always ask to hold onto their driver's license while test driving.

And remember, test drives can easily lead to carjacking.

Alan Bligh is the executive director of the Better Business Bureau in Corpus Christi. Contact him by e-mail at



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