Identity-theft protection firm LifeLock again facing charges from FTC

LifeLock CEO Todd Davis

LifeLock -- the security company that famously touted its identity-theft protection services by flaunting its CEO's Social Security number in ads (only to then see his identity stolen) -- is again feeling the heat from the Federal Trade Commission.

The FTC, which agreed to a $12 million settlement with LifeLock in 2010 over deceptive-practices charges, said in court documents filed Tuesday that the company is continuing to make misleading claims about its service.

LifeLock offers consumers identity-theft protection plans for $10, $20 and $30 a month, as well as plans for businesses. But the FTC alleges that LifeLock failed to create and maintain "a comprehensive information security program" to protect customer data such as credit card, bank account and Social Security numbers.

The commission also said LifeLock falsely claimed in ads that it provided customers with the same sort of protections used by financial institutions, and that from at least January 2012 through December of last year, the company "falsely claimed it protected consumers' identity 24/7/365 by providing alerts 'as soon as' it received any indication there was a problem." Continue reading on CNET....

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