Home Consumer LifeLock Fined $100-Million For Deceptive Advertising

LifeLock Fined $100-Million For Deceptive Advertising

By Al Sunshine, SouthFloridaReporter.com, Consumer Investigator, Dec. 18, 2015 – Wonder if all those I-D Theft Ads from LifeLock are being pulled off the air?

For the 2nd time in 5 years, the feds are charging LifeLock with deceptive advertising for it’s claims to help stop identity theft through it’s special services. And the FTC also charges the company with not doing enough to protect its’ own customers personal data! If the company’s so good, why did the owners ID reportedly get stolen a few years ago? And why, if Lifelock got charged back in 2010, did it continue what looks like the exact same advertising?

LifeLock will pay $100 million to settle Federal Trade Commission contempt charges that it violated the terms of a 2010 federal court order that requires the company to secure consumers’ personal information and prohibits the company from deceptive advertising. This is the largest monetary award obtained by the Commission in an order enforcement action. Read the FTC order here.

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Al Sunshine is a South Florida-based Broadcast and Digital Journalist whose career has spanned more than 40 years at the local and national levels. His award-winning investigations have triggered more than a dozen state and local consumer protection laws and his work’s been cited in Congressional Testimony before the U-S House of Representatives. He is best known for his “Shame On You” features for CBS Miami which sought to expose businesses, agencies and individuals defrauding or deceiving consumers, as well as endangering the safety and welfare of the general public. In 2013 Al retired from CBS Miami to set up his own Digital News Business, “Sunshine News, LLC” and Al continues to blog for the Radio, Television, Digital News Association, sponsors of the prestigious Edward R. Murrow Awards”. An avid environmentalist, Al is one of the founding members of the “Miami Pine Rocklands Coalition”. The Florida Non-Profit is fighting to save and restore the last 2% of Pine Rocklands found only in South Florida and nowhere else in the continental United States. Al was recently elected its President.