LifeLock to pay $12 million to settle deceptive-ad claims

On his TV commercials, LifeLock chief executive officer Todd Davis’s claimed that, for $10 a month, his company could “guarantee” its customers wouldn’t become victims of identity theft.

If that sounded too good to be true, it’s because it was, the Federal Trade Commission and Illinois Attorney General Lisa Madigan said today, announcing a $12 million settlement with the Arizona company of a lawsuit that accused it of making deceptive claims.

Full story: LifeLock to pay $12 million to settle deceptive-ad claims :: CHICAGO SUN-TIMES :: Business