Almost everyone has seen the commercial. The company CEO displayed his own social security number on television for millions to see, practically daring anyone who cared to do so to steal his identity. Go ahead, punk. Just try it. Yes, this was Lifelock’s CEO, Todd Davis, promoting his identity protection company in a very big way, offering the ultimate sacrifice. Why would anyone in his right mind do such a thing if it was not one hundred percent fool-proof? Good question. Lifelock reviews are still asking it.
The biggest mistake had to be in promoting the premise that Lifelock was impenetrable. When Lifelock did not prove to be infallible, a class action law suit was filed that included no less than thirty-something states. It was settled with the company agreeing to pay one million in legal costs plus additional millions to customers for misleading advertising. To add insult to injury, Davis himself became a victim when more than one of those that he so blatantly waved his information at actually gave it a shot. Ouch. Lifelock reviews were beginning to get ugly.
How did the class action suit come about? It seems you can do most of what they do for yourself and for free. Particularly requesting a fraud alert from credit reporting agencies. Almost a year before the settlement, the credit reporting agency, Experian, sued Lifelock to stop them from charging members to file fraud alerts with them. The justification? Consumers can do it for free. What they didn’t say? Most consumers don’t do it. The likely real reason for Experian’s law suit? The sudden flood of mass fraud alert requests. Not that the alerts are unwarranted, it’s just that now everyone wants one.Additionally, the FTC stated that new account fraud, the type of which were the source of the Lifelock-generated requests, makes for only a small percentage of identity theft.
So how does that affect Lifelock review now? Despite what the FTC said was one of the biggest settlements ever, the service appears to be going strong. Their advertising has been toned down a bit, and now has a guarantee to spend up to one million dollars in legal coverage for you if your identity should be compromised “because of some failure or defect” of the service.
Current Lifelock reviews remain positive, according to website testimonials. The company continues to operate as a successful identity protection business. It still monitors your credit score, but makes it known (as “required by law”) that you can do it for free. Taking a cue from Davis’ “Dirty Harry” poke at identity thieves, the question is……..do you want to?
Research the Lifelock reviews and decide for yourself if it is something you need. The choice to pay someone to provide a service is just that…..a choice. Is choosing to pay for something that you can do for free against the law? You can clean your house for free, too, but is it against the law if you want to pay someone else to do it? I hope not. I REALLY hope not.