Lifelock Pays the FTC $11 Million to Settle
The Federal Trade Commission and 35 state attorneys general filed a complaint against the company that “charged that the company used false claims to promote its identity theft protection services,” according to a March 9th FTC press release. LifeLock will be responsible for paying the FTC $11 million dollars as well as an additional $1 million to the 35 state attorneys general.
To clarify a couple of points that aren’t currently being covered by the media:
- LifeLock did make misleading claims about how completely their product protected individuals, but to their credit, they toned those claims down considerably starting about a year ago. In essence then, the ruling pertains to LifeLock of old, not the current company, marketing materials or product offering.
- At about the same time as they changed advertising, LifeLock began adding features to its product that bolstered the quality of its monitoring services.
