LifeLock
Per Person
$10–$50
Total Fund
$12 million
Deadline
Mar 24, 2011
Filed
Jan 1, 2010
Consumers alleged LifeLock exaggerated the effectiveness of its identity theft protection services. Regulators and plaintiffs argued company advertisements created unrealistic expectations regarding fraud prevention and monitoring capabilities. LifeLock denied liability while agreeing to compensate qualifying customers and alter marketing practices. Consumers who purchased memberships during specified periods could seek partial reimbursements. The settlement followed broader scrutiny from the Federal Trade Commission concerning deceptive advertising allegations.
Consumers who purchased LifeLock identity theft protection memberships during covered periods qualified for compensation. Eligible customers generally subscribed after viewing marketing materials allegedly overstating fraud prevention capabilities. Both former subscribers and active members potentially qualified. Reimbursement amounts varied according to membership duration and payment history. Plaintiffs alleged LifeLock exaggerated effectiveness of identity theft monitoring services. Regulators and consumers argued advertisements created unrealistic expectations regarding fraud prevention. LifeLock denied liability while agreeing to compensate consumers and revise marketing practices. Federal scrutiny surrounding identity theft advertising contributed heavily toward settlement attention