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  • Mar 10th, 2010 @ 9:49pm

    What's so bad about a company trying to help victims?

    These new rules will provide direction and regulations that help those serious about stopping identity theft, and it will hold advertisers accountable. This should separate out the good from the bad

    However this settlement is over advertising that the FTC claims was misleading to consumers for the period March 2005 to April 2008. And for issues the FTC had with their services during their earlier days. Not their current services. It is very old news and the service they offer today -is far superior than what they offered in earlier days.

    Now, if you want to talk about aggressive marketing, no one can beat the singing pirates: f.r.e.e. spells free baby -not! Yet remarkably, the FTC went after them with spoof videos!
    http://www.givemebackmycredit.com/blog/free-credit-reports/

    Over the years identity theft has grown -and so has LifeLock -for the better! They have not only continued to create new and innovate products and services -but they have turned to advance technology and began tapping into ways that a consumer can NOT utilize to protect themselves. What's so wrong with that?

    They continue to educate consumers and work with law enforcement communities via free seminars throughout the country and build partnerships with an array of victim organizations and security minded professionals.

    Unlike the credit bureaus, we actually have a choice whether or not we want to utilize their services. I am proud of Lifelock’s proven commitment to consumer education and the law enforcement communities. I know that they will continue doing what they already do extremely well: finding new ways to reduce the risk and lessen the impact of fraud. And we should too.

    Now having said that, in the interest of full disclosure, LifeLock has paid me to speak at their free identity theft seminars as one of their Certified Identity Theft Risk Management Specialists. To be clear, I get paid to talk about identity theft, I don’t get paid to promote LifeLock.