March 10, 2010 by Terry.

Story by Wired:

• By Kim Zetter
• June 27, 2008  |
• 11:52 am  |
• Categories: Crime

LifeLock is in the news again.

The identity theft protection firm whose CEO lists his Social Security number in ads for the company is being sued by Namesafe, a competitor in the identity theft protection market, for allegedly stealing the company’s corporate identity and deceptive trade practices.

According to papers filed in Tennessee, Namesafe claims that LifeLock stole its trademark and deceptively diverted traffic meant for Namesafe’s web site to LifeLock’s own web site.

The suit claims that LifeLock purchased sponsored ads on major search engines and portals such as Google, Yahoo, MSN and Hotbot that tricked users into landing on its site. Namesafe says the ads have disappeared since they were discovered, but it provided screen shots of the search results pages in its complaint. The company doesn’t know for sure if the ads disappeared after it filed its suit but believes that is what occurred.

The company says that when users did a search on the word “Namesafe,” sponsored ads appeared at the top of search result pages, which included a link for “Namesafe” and “Namesafe.com.” But when users clicked the link, it took them to LifeLock’s web site instead. The name LifeLock appeared in the ads next to or beneath “Namesafe” and “Namesafe.com,” but Namesafe says the ads were clearly designed to fool Namesafe customers.

“It’s like me taking out a newpaper ad for LifeLock.com and putting my phone number in it,” said Namesafe founder and CEO David Ridings. “It’s the same thing but on the internet scale. The purchasing of an ad that says Namesafe.com is deceptive and confuses consumers.”

Namesafe launched its web site on February 25th and said it discovered the problem about a month ago in Google search results. Ridings says his company filed an informal online complaint with Google asking it to investigate. Google responded by saying it would not get into issues over the legalities of who can purchase brand name ads. Ridings says Google did not, in its response, confirm that LifeLock had purchased such ads.

Namesafe spokesman Dick Marsh said the company decided to file the lawsuit after he discovered recently that the problem was occurring on other search sites as well. Marsh sent a press release to reporters after the company filed the suit.

I asked Ridings if his company sent a cease-and-desist letter to LifeLock before filing the suit or sent the company any inquiry asking it to explain the ads. He said Namesafe did not and defended the company’s decision to file suit instead.

“This was not an honest mistake,” he said. “We made a decision to do what we needed to do to get them to come down. We have a lot of television and radio ads and with every passing moment there’s more potential for a consumer to be confused.”

LifeLock released a statement denying that it purchased ads using Namesafe’s brand name:

“Following notice of a pending lawsuit from WSMV in Nashville, TN on Thursday, we immediately began an investigation and determined that LifeLock Corporation has never purchased any competitive branded search terms. To be clear, LifeLock Corporation has never used the ‘NameSafe’ name in LifeLock ad copy,” the statement reads.

Google has not yet responded to requests asking about the ads. I’ll update this post if I hear back from the company.

This is not the first lawsuit against LifeLock. The company has been the target of class-action lawsuits from customers questioning its protection claims as well as a suit from credit reporting agency Experian for acting on consumers’ behalf to place alerts on their credit accounts.

The company was also the target of much controversy last year after a reporter uncovered information about the background of one of LifeLock’s founders, who has since resigned.

LifeLock Sued for Corporate Identity Theft

Posted in IDT - Businesses, News Alerts | Print | No Comments »

November 4, 2009 by Terry.

See how legal issues for business may be fought today compared to years ago, especially when “IDentity Theft in the workplace” happens.

http://cp.blastoffnetwork.com/index.php/prepaid/113863864

For business - click on the Blue Arrow Box just above the ‘talking lady in black’ and the “Legal Service Business Plan” to learn more.

For IDentity Theft education on many areas [not just financial] - click on the IDentity Theft areas to learn more.

Posted in IDT - Solutions, IDT - Businesses, IDentity Theft Victims, IDentity Theft | Print | No Comments »

May 25, 2009 by Terry.

Did you see this article on the New York Times back in January - or hear about it since then?

From that article the authors stated:

“Heartland, based in Princeton, N.J., works with about 175,000 small merchants and processes about 100 million transactions a month. It has created a Web site, 2008breach.com, to provide information about the incident. Cardholders are not responsible for unauthorized fraudulent charges.”

Not according to the Federal Trade Commission and legislation:

Page 19 of the free booklet IDTheft Victims receive when they file a complaint with the FTC “Take Charge: Fighting Back Against Identity Theft” [available at http://ftc.gov/idtheft] indicates you are responsible in this way - that can be very costly:

“…If an identity thief changed the address on your account and you didn’t receive the bill, your dispute letter still must reach the creditor within 60 days of when the creditor would have mailed the bill. This is one reason it’s essential to keep track of your billing statements, and follow up quickly if your bills don’t arrive on time.”

Terry Kohler
Certified IDentity Theft Risk Management Specialist
Talk Solutions Today

Posted in IDT - Businesses, IDT - SSAN, IDT - Financial, News Alerts, IDentity Theft Victims | Print | No Comments »

April 23, 2009 by Terry.

Readiness for May 1, 2009 deadline - Knowledge of these Federal Red Flag Rules - mostly relating to IDentity Theft and Data Breaches

http://polls.linkedin.com/p/34409/pfbyu

If you are a business, be aware, your customers, B2B, and vendors, will be concerned about YOUR readiness and if you are up to speed with them.

Free gift for you - PDF file ”

Offered by Talk Solutions Today

[deadline was extended from original November 1, 2008 deadline, because too many businesses weren’t aware]

Terry Kohler

Posted in IDT - Businesses, News Alerts, IDentity Theft | Print | 1 Comment »

July 24, 2006 by Terry.

June 26, 2006

Posted in IDT - Businesses | Print | No Comments »