by Doug Pollack

I’ll admit I’m a fan of Clark Howard. For those of you that don’t know him, he has a very popular radio show, The Clark Howard Show, and is a advocate for consumers in their financial affairs.

On today’s program, he became very animated talking about Freecreditreport.com. This is a website from one of the three large credit bureaus, Experian, that oddly enough requires that you pay for their service, despite the interesting name.

I thought that it would be useful to highlight some excerpts from his comments. He is obviously not a fan of this offering, and believes that their mass media advertising (who hasn’t seen the television ad with the kid in the seafood restaurant singing about his identity theft?) is deceptive.

The following are quotes from his show today:

“Freecreditreport.com, the ripoff non-service from Experian, is ripping you off, stealing money right out of your wallet…charing you a ripoff fee month after month after month”

“If you are currently subscribing to Freecreditreport.com, stop it! You are throwing your money away…why pay for it, they are liars at Experian. Liars, liars, liars.”

I have always found it amazing that Experian can advertise their service under that name when they require that you purchase their “triple advantage” service for a monthly fee of around $13 a month in order to get a “free” credit report. Maybe I just don’t have a good grasp of the english language. Doesn’t free, mean without cost?

by Doug Pollack

This past week, there were two class action lawsuits filed against LifeLock, one in its home state of Arizona and one in New Jersey. Following on a recent lawsuit filed against LifeLock by Experian, one of three US credit bureaus, these class action lawsuits also assert that LifeLock is engaged in deceptive advertising relative to the level of protection provided by their service against identity theft. The LifeLock offering depends almost entirely upon the placement of perpetual fraud alerts as the means for protecting their subscribers from identity theft.

As noted by David Paris, an attorney involved in this matter, in an article on the CNBC website titled “N.J. Class Action Lawsuit Filed Against LifeLock Alleging Deceptive Marketing Regarding Limited Level of Protection Against Identity Theft“:

” ‘While fraud alerts may be effective in limited instances, they certainly cannot provide the comprehensive identity protection that LifeLock deceptively advertises,’ said Paris. ‘For instance, fraud alerts cannot stop the use of existing account numbers, and contrary to LifeLock’s advertisements, lenders are certainly not required to contact the subscriber before extending credit to a potential identity thief.’ ”

The article and comments from Mr. Paris also address the alleged deceptive nature a severe limitations on the highly publicized $1MM LifeLock Guarantee:

“According to the Complaint, LifeLock also misleads subscribers by advertising its $1 million service guarantee. ‘Potential LifeLock subscribers are enticed by the ’safety net’ of what appears to be a one-million dollar insurance policy against any losses sustained as a result of identity theft,’ said Paris. ‘In actuality, once you get beyond the limitations and disclaimers, you find that the guarantee is limited to fixing failures in LifeLock’s services and paying third-parties to attempt to restore subscriber losses.’ ”

Hopefully these lawsuits will help bring visibility and clarity to consumers as to the differences in identity theft protection services. Most services, including those provided by the company that sponsors this blog, ID Experts, do not rely on fraud alerts as a primary or sole means of protection, nor do they make questionable or misleading large dollar guarantees. It is unfortunate that brash marketing tactics have made it difficult for consumers to make an informed product decision based on the facts related to differences in these services.

by Doug Pollack

There has been a great deal of attention recently paid to the actions by credit bureaus enabling consumers to use credit freezes as a tool to avoid or deal with identity theft events.

In a recent New York Times article titled “In ID Theft, Some Victims See Opportunity”, the author highlights several companies, like ours, that provide ID theft protection services. Several of these companies see the use of credit freezes and credit fraud alerts as a panacea for eliminating the threat of identity theft. This is a position that we do not subscribe to. We believe strongly in encouraging consumers to use all appropriate best practices to avoid identity theft, and we provide a product, FraudStop, that provides broader prevention from ID theft by addressing not just credit records, but also other records including real estate, motor vehicles, utilities and the like, all of which can be used by identity thieves.

“Among its peers, LifeLock has attracted the most attention–much of it negative. In radio and television ads, Todd Davis, chief executive of LifeLock, gives out his Social Security number to demonstrate his faith in the service. As a result, he has been hit with repeated identity theft attacks, including one successful effort this summer in which a check-cashing firm gave out a $500 loan to a Texas fraudster without ever checking Davis’ credit report. Last summer, The Phoenix New Times, an Arizona paper, reported that LifeLock’s co-founder, Robert Maynard, had a criminal past. Maynard later resigned.”

But despite the best protection, ID theft does and will occur. Which is why the consumer is best served by a company that can provide them with an expert to handle any identity theft issues. Which is what we do with our staff of personal recovery advocates. Most identity theft protection services companies do not provide recovery services. They do not have teams of trained professionals. They do not see this as important. We obviously do. And so do the over 2.5 million people that rely on our recovery services.

Among other things, the author highlights that identity theft services whose only value is in setting fraud alerts or credit freezes for consumer, are vulnerable to potential legislation.

“[This] business [specifically mentioned were LifeLock, TrustedID, and Debix] is vulnerable if Congress succeeds in pressuring the three major credit agencies to make these theft-fighting measures cheaper and more accessible to consumers. Sen. Charles Schumer, Democrat of New York, criticized the credit companies last month for making identity theft freezes too cumbersome to set and lift. Each of the three credit agencies recently bowed to public pressure and made freezes available in all 50 states.”

But this article is silent on the consumer need for professional ID theft recovery services. It is projected that over 10MM people in the US will fall victim to identity theft in 2008. Identity theft protection services such as ours, and those provided by others in this space, will help in turning this trend. But consumers should be told the truth. There isn’t a silver bullet that will guarantee that you won’t become a victim of identity theft. ID thieves are using increasingly more sophisticated means to steal from you. Which is why if you opt for an identity theft protection service, it should include expert, professional, personal recovery assistance.