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Todd Davis, CEO of LifeLock
Fraud Prevention Company Founder Can’t Protect Own Identity from Theft
May 22, 2008 02:51 PM
Todd Davis, who uses his own social security number to demonstrate the efficiency of identity theft product LifeLock, is being sued for fraud.
30-Second Summary
Todd Davis, founder of the fraud-prevention company LifeLock, is being sued by customers in Maryland, New Jersey and West Virginia for promoting a service that plaintiffs allege he knew was ineffectual.
Despite using LifeLock himself, Davis has been the victim of identity theft. After promoting the company through ads displaying his real social security number, Davis acknowledged to the Associated Press that others have made 87 attempts to use his social security number fraudulently, one of which was successful.
Attorney David Paris is seeking a class-action lawsuit against Davis, noting that Davis’s compromised records supports the claim that LifeLock does not protect consumers as advertised.
Companies like LifeLock can only protect customers against certain types of fraud. According to Susan Grant, consumer protection director with Consumer Federation of America, “There’s no ‘silver bullet’ to prevent identity theft.”
Identity theft was the primary consumer fraud complaint reported to the Federal Trade Commission in 2007.
Despite using LifeLock himself, Davis has been the victim of identity theft. After promoting the company through ads displaying his real social security number, Davis acknowledged to the Associated Press that others have made 87 attempts to use his social security number fraudulently, one of which was successful.
Attorney David Paris is seeking a class-action lawsuit against Davis, noting that Davis’s compromised records supports the claim that LifeLock does not protect consumers as advertised.
Companies like LifeLock can only protect customers against certain types of fraud. According to Susan Grant, consumer protection director with Consumer Federation of America, “There’s no ‘silver bullet’ to prevent identity theft.”
Identity theft was the primary consumer fraud complaint reported to the Federal Trade Commission in 2007.
Headline Link: Lifelock founder sued
Lifelock founder Todd Davis is accused of falsely representing his service to costumers. Thanks in large part to his disclosure of his own social security number for advertising purposes, Davis has been the victim of 87 attempts to commit financial fraud using his personal information; one of these attempts succeeded.
Source: USA Today [Associated Press]
Background: Lifelock ads, identity theft
Davis displays SSN number in LifeLock commercials
The thefts of Davis’s own identity have largely been attributed to the advertisements for LifeLock, which prominently and provocatively display Davis’s actual social security number. For example, a TV commercial shows the number on the side of a truck that’s driving through New York City in broad daylight. Davis is also pictured handing out flyers with his SSN to a large crowd, and hanging a banner with the number on the side of an overpass.
Source: LifeLock official Web site
Identity theft No. 1 consumer complaint
A February study by the Federal Trade Commission reported identity theft as the top consumer fraud complaint in the United States. According to Susan Grant, consumer protection director with Consumer Federation of America, “There's no ‘silver bullet’ to prevent identity theft.”
Source: Market Watch
Reference: Identity theft and fraud
The United States Department of Justice defines identity theft and fraud, providing information on how the crimes are committed, how to avoid ID theft as a consumer and what the U.S. government is doing to protect its citizens against such crimes.
Source: The United States Department of Justice
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