back to article ID theft alert biz LifeLock coughs up $96m to FTC in false ad claim deal

Identity-protection company LifeLock will shell out $96m in a settlement to end claims it broke a promise over false advertising. The Arizona biz, which tries to alert citizens to possible identity theft, said the payout is part of a settlement deal with US trade watchdog the FTC and several state attorneys general. "The …

  1. CrosscutSaw

    Haha

    " It was later reported that Davis' identity was stolen multiple times during the ad campaign."

    This made me snort out loud.

  2. David Roberts Silver badge

    Protecting our members?

    Like adopting a crouched position with both hands clasping them?

    I was wondering how a company with a clear track record of lying to customers was making so much revenue but Internet.

  3. James O'Shea

    Who'd have thunk?

    "It was later reported that Davis' identity was stolen multiple times during the ad campaign."

    How completely unexpected. Why, it's almost as if incompetence and arrogance got its just reward...

  4. Anonymous Coward
    Anonymous Coward

    Nice numbers

    Wouldn't it be nice if we saw similar fines over here, rather than the pleasant chat, mild reproach and some small change that passes for "tough action".

    1. Anonymous Coward
      Anonymous Coward

      Re: Nice numbers

      It would be nice to see fines like that outside of the US, but even nicer to see suits in the dock.

  5. Compression Artifact
    Stop

    "The proposed FTC settlement does not require us to change our current products, services, or business and information security practices, including in particular, our current marketing and advertising practices," LifeLock said in a statement.

    Whenever they break for commercials on the local news/talk radio, the advertizers go to work pounding on the listeners like sledge hammers; and the hyperventilating, over-the-top, hard sell LifeLock ads are still about the most obnoxious of the bunch.

  6. Fatman

    """Protecting""" our members???

    <quote>"These settlements, if approved, will enable all of us to focus on our mission of protecting our members future profits."</quote>

    What the spokesperson should have said.

  7. reh news

    lifelock continues to use their revenue to pay fine after fine.....never ending....

    They are exceptionally profitable as they provide NO protection as stated by their ads.

    In any other business controlled by the FTC, they would be subject to a cease and desist order,not just a fine.

    Also please note the attached ad to this article bestidtheftcompanys.com for the most Misleading company around. (they must be owned by lifelock )

    1. Anonymous Coward
      Anonymous Coward

      Subscription$$$ -> Lifelock -> FTC..... Sounds like another "Tax for Morons".

      To be fair, I'm sure they funnel more money to TV networks and NPR than to govt coffers. Not sure which is worse.

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