Attorney General Bill McCollum News Release
November 19, 2010
Media Contact: Jenn Meale
Phone: (850) 245-0150
Lifelock to Send Refund Checks to Florida Customers
TALLAHASSEE, FL – Attorney General Bill McCollum today announced that more than 70,000 checks will be mailed to Florida consumers who have been customers of Lifelock Inc, a major identity theft prevention company. In March, the Attorney General’s Office with the FTC and 34 other states, reached an agreement with Lifelock resolving an investigation into the company’s allegedly misleading advertising practices.
LifeLock sells identity theft services which past advertisements allegedly claimed were "guaranteed" to protect consumers’ personal information and prevent criminals from using it to open accounts in consumers’ names. Some ads even included Lifelock CEO Todd Davis’ social security number in an effort to demonstrate Davis’ confidence in the services offered. The Attorney General’s Office Economic Crimes Division began investigating LifeLock over allegations the company made a range of deceptive claims which led consumers to believe its services would protect against all types of identity theft.
Consumers will each receive a check for $10.87 and will have 60 days to cash the checks. The distribution represents all consumers who were eligible for refunds and closes out the period for filing refund claims.
In addition to the refunds, LifeLock is prohibited from overstating the risk of identity theft to consumers, including whether a particular consumer has become or is likely to become a victim. LifeLock is also prohibited from misrepresenting 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.