Whoops. My bad.

LifeLock promises to “take control” of your identity — they just don’t tell you who gets to take control. Patrick and I chatted a while back about Todd Davis, the CEO of LifeLock, and how his ads promoting the ability of his company to protect identity, actually helped with the theft of his own. Back in 2007, a gentleman in Texas had used Davis’ identity to obtain a $500.00 without Davis’ knowledge. In fact, Davis only had learned about it after the unpaid loan was sold to a debt collection agency — but that’s old news.

Today, thanks to the Phoenix News Times, we learn that Davis had his identity stolen a grand total of 13 times. Or, at least 13 times that we know of.

With attention grabbing ads that published Davis’ Social Security Number, LifeLock caught the attention of many customers; as well as the FTC — who accused the company of running a scam operation and fined them $12 million dollars.

Additional Reading

• Cracking LifeLock: Even After a $12 Million Penalty for Deceptive Advertising, the Tempe Company Can’t Be Honest About Its Identity-Theft-Protection Service (Phoenix New Times)
• Lifelock Dinged $12 Million for Deceptive Business Practices (wired.com)