LifeLock is a company that provides security services against identity theft. It also monitors your credit cards, bank accounts and whatever else personal information you have out there that is unprotected and on public display.
A few years ago the CEO of LifeLock, Todd Davis, created a publicity stunt that later was considered a deceptive and above all an illegal advertising technique. He put his smiling face on the company’s website and posted his real social security number. Not only that but he dared everyone to attempt to steal his identity. Davis believed in his company’s services so much that he was completely certain his data was fully protected.
However, unfortunately for him, it wasn’t. According to police reports Todd Davis became a victim of identity thefts approximately 13 times and maybe more. From fraudulent credit card bills to excessive cell phone bills to bank loans, his SSN was dramatically used by random identity thieves all over the country
Todd Davis’s decision to display his personal data not only damaged his own reputation and bank balance severely but the reputation of the entire company as well.
Eventually, the company was ordered by the Federal Trade Commission to pay a fine of $12 million for its deceptive advertisements.