Today an Arizona consumer filed a proposed class-action lawsuit against LifeLock, a heavily promoted company that claims to protect consumers against identity theft. The lawsuit alleges that the three-year-old company defrauds customers by offering services it cannot legally perform, and by touting a $1 million guarantee that the suit alleges is wildly misleading.
Filed in United States District Court for the District of Arizona, the suit seeks to recover money consumers paid to LifeLock.
LifeLock, headquartered in Tempe, Arizona, uses aggressive advertising to entice consumers to sign up for its $10-a-month service which it describes as "proactive identity theft protection, offer[ing] a proven solution that prevents your identity from being stolen before it happens."
