A lawsuit may be an option for consumers who were misled by LifeLock, Inc. A recent class-action lawsuit claims that LifeLock, an identity theft protection service provider, failed to deliver on multiple promises made through various television, radio, and online advertisement campaigns.
Consumers who signed up for one of LifeLock’s membership plans and were negatively affected as a result, may be able to file a lawsuit and recover compensation for monetary damages, including costs and attorney fees.
For more information, contact the Attorney Group. We offer free, confidential, no obligation consultations. We can help answer your questions, and if you choose to pursue a case we can connect you with an affiliated fraud lawsuit attorney/lawyer who can assist you throughout the legal process.
Identity Theft Protection Services
Identity theft protection is when your personally identifiable information is monitored for unusual activity that could be signs of identity theft or fraud. For example, credit card applications, changes in public record, address changes, and changes to website usernames and logins can all suggest to a quality identity theft protection service that an unauthorized person may be using your SSN, attempting to change your address with the USPS, or applying for credit using your name. Once fraud or identity theft is detected, the attempted activity can be blocked or frozen to protect your credit and finances.
Identity monitoring services have gained widespread popularity in the digital age where nearly everything, including banking, takes place online. Hackers and tech-savvy con-artists can often sidestep firewalls and other security measures to access your SSN or retrieve your usernames and logins to various websites. Identity theft protection services offer a way for consumers to feel confident that any fraudulent activity will be detected and stopped, and any damage done will be repaired.
LifeLock, Inc.’s Promises and Services
LifeLock, Inc., which is registered in Delaware but has its principal place of business in Tempe, AZ, provides identity theft services to an estimated 4-million U.S. consumers.
Through an extensive marketing campaign that includes television, radio, and social media ads, as well as affiliate marketing, LifeLock promises its consumers a variety of identity theft monitoring services, including, but not limited to:
- Identity theft protection
- Address change verification
- Notification of large cash withdrawals
- Notification of large credit or credit card purchases, and
- Notification of new bank account applications
LifeLock also offers what it calls ‘million-dollar coverage’ which is supposed to replace stolen funds and any out-of-pocket expenses accrued due to fraud or identity theft.
LifeLock offers these services through several fee-based membership plans – Standard, Advantage, and Ultimate Plus. Plans start at $9.99 and increase to $29.99 a month for the Ultimate Plus plan. All three plans share certain services, such as Address Change Verification, while the more expensive plans claim to offer additional services, such as notification of cash withdrawals.
According to records, the FTC and 35 Attorney Generals previously sued LifeLock for false advertising.
In March of 2018, two plaintiffs filed a class-action lawsuit on behalf of themselves, and other consumers with similar experiences, against LifeLock, Inc. in the United States District Court of Arizona. The lawsuit claims, among other things, that LifeLock offered services that did not live up to the advertised promises, resulting in financial harm to the plaintiffs.
The first plaintiff enrolled in LifeLock’s standard plan in March of 2016. In March of 2017, he discovered his own SSN fraud, a false change of address, and a Bank of America credit card opened under his name. Despite his enrollment in LifeLock’s plan, LifeLock failed to notify him of any of these events. Upon further investigation, the plaintiff discovered multiple other instances of fraud and identity theft, none of which LifeLock alerted him to.
The second plaintiff’s experience was similar. In both cases, the plaintiffs supposedly paid hundreds of dollars in monthly membership fees to LifeLock but received none of the protections or services they paid for. In fact, in both instances, LifeLock supposedly tried to sell the plaintiff’s a more expensive plan and refused to provide an Identity Restoration Specialist, per the terms of the service agreement.
Claims Against LifeLock, Inc.
According to records, the FTC and 35 Attorney Generals previously sued LifeLock for false advertising. LifeLock agreed to a permanent injunction to change their advertising language to something more truthful. In 2015, the FTC filed a contempt action against LifeLock for failing to meet the injunction conditions.
Per the 2018 class-action suit, LifeLock is once again in violation of the permanent injunction. The suit claims that the plaintiffs were given a false sense of protection based on LifeLock’s advertised promises and the contractual terms listed in the service agreement.
The suit further claims that LifeLock breached contractual obligations, misled consumers, fraudulently concealed information, and violated the Arizona Consumer Fraud Act.
Furthermore, the lawsuit notes that LifeLock markets through various affiliates who blatantly make misleading claims, use shadow websites, and deliberately mislead consumers about the scope of their abilities. The suit claims that LifeLock doesn’t even monitor the majority of potentially fraudulent accounts because they only monitor a small percentage of all sources of credit applications.
How a Class Action Lawsuit Can Help
Identity theft protection services, such as LifeLock, have a duty to consumers not only to disclose the true nature and ability of their services, but also to honor their contractual obligations. When they knowingly conceal, mislead, and fraudulently breach contractual obligations, consumers find themselves vulnerable and unprotected from identity theft and fraud.
If you enrolled in a LifeLock membership plan, but received none of the services promised, you may be entitled to monetary damages.
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For more information, contact Attorney Group. You can fill out the form on this page or contact us by phone or email.
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