LifeLock CEO Tries to Trivialize Wrongdoing

We were deeply troubled by the way Davis trivialized the work of the Federal Trade Commission and 35 state attorneys general in a Computerworld interview yesterday. Davis dismissed the FTC’s finding that LifeLock’s ads were misleading by saying the regulators “didn’t like our choice of words.”

Hardly. It’s not often that 35 states — plus the federal agency charged with protecting consumers against deceptive advertising — join in an enforcement action. But when a company guarantees that consumers who use its service will never be victims of identity theft, well, that’s an open and shut case.

Frankly, we wondered what took the regulators so long.

What we would like to hear Todd Davis say is that LifeLock will change its ways and provide good, solid information for the millions of consumers who are worried about protecting their identity.