Chances are you have seen or heard about the advertising from LifeLock, a service that claims to protect individuals against identity theft. In an effort to demonstrate his confidence in the service, LifeLock CEO Todd Davis publicly disclosed his own Social Security number by, among other things, posting it on a mobile advertising unit that drove around a big city and announcing it on the air.

A recent interview with Davis in Computerworld, however, revealed that he was a victim of identity theft 13 times, and the Federal Trade Commission has slammed his company with a $12 million fine for deceptive advertising practices. Davis countered that his company had never promised to “prevent” such theft completely, only to “protect” subscribers by making it more difficult to swipe their information and by offering remediation should a theft occur.

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