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FTC Investigating LifeLock

LifeLock, an industry leading identify and data Protection Company, has recently confirmed that they are the subject of an active FTC.  This may be of particular interest to the many affiliate marketers who are part of the LifeLock affiliate program.  This is not entirely unexpected, as LifeLock filed a 10-K form learly this year, which stated that the company was expecting to be a part of an investigation in the future, though at that point the investigation had not yet started.

The recently filed 8-K document informs customers, investors and others of the situation.  In it, they state:

“In its Form 10-K for the period ending December 31, 2013, filed on February 19, 2014, LifeLock Inc. (“Lifelock”) disclosed that it had met with the Federal Trade Commission (“FTC”) and that LIfeLock thereafter expected to receive a request form the FTC for documents and information.”

The filing goes on to say, “On March 13, 2014, LifeLock received, as expected, a request from the FTC for documents and information related to LifeLock’s compliance with the FTC Stipulated Final Judgment Order for Permanent Injunction and Other Equitable Relief that LIfeLock entered into in March 2010.  LifeLock intends to cooperate with the FTC in these requests.”

The 2010 settlement that they referred to was regarding a claim the FTC made that the advertising being used by LifeLock was misleading.  The FTC may be concerned that LifeLock is once again using questionable advertising techniques.  Of course, it is too early on in the situation to know for sure.

It is also unknown what type of impact this could have on the business, or the affiliates promoting the business today and in the future.

What do you think about this FTC investigation?  Are you an affiliate for LifeLock?  If so, what are your thoughts?

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Michael Levanduski

Michael Levanduski is the assistant editor of Performance Marketing Insider, and an experienced freelance writer. He writes content for a wide range of sites in virtually every niche, though he specializes in technical writing as well as creating content for the performance and internet marketing industry. Michael was born in Grand Rapids, MI where he still lives with his wife and three children.

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    1. Yeah. I think LifeLock tries to really walk that very fine line with their advertising claims, and they are getting burned for it. Hopefully they will learn their lesson this time.


    1. I have no opinion on LifeLock as a company or a service. I’ve never personally used it. I would comment that this case has nothing to do with their actual services, but only their advertising methods so there is no reason (that I can see so far anyway) to question whether or not they are a good company to get a service from.


  1. The idea was not developed in a jail cell in 2003. The nefarious origin was developed in the back of a taxi cab in March 2005, in less than 35 minutes with the help of a taxi driver named “Jimmie” who came up with the information on fraud alerts, because of his misfortune in Id Theft in 2002, and learning of placing credit fraud alerts by then Gov. Janet Napolitano in September 2003 for 2 yrs. originally, then changed to every 3 months in February 2005, and the Original intellectual idea for “Lost Wallet” and “True Credit Address” & “Red Alerts”, a self replicating software product. Also marketing channels of advertising were discussed. You should have seen Mr. Maynard after learning of the fraud alert system, he lost his mind repeating”oh my God”, “oh my God” ( a light bulb turned on!) on a business idea. The 2003 jail story and a taxi drivers bank ID theft was used together as the marketing idea. Anything added is a lie! A Phoenix New Times reporter was standing outside the cab in March 2005 when a 1% handshake deal on all “Liflock” profits was discussed mutually between “Jimmie” and Mr. Maynard as he exited the vehicle on Mill Ave in Tempe, down the street from the now, new offices of LL. I’d say be careful with the company, as the thing the taxi driver got was “LL” idea theft, no recognition or $$ for the product ideas in 9 years…

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