Worst Person Day 2: LifeLock Lied About CEO Todd Davis’ Identity Theft

The arrogance of Todd Davis comes through loud and clear in an interview today with Computerworld. On the heels of yesterday’s revelation by the Phoenix New Times that Davis was a victim of identity theft 13 times, Davis blames the press (“New Times does likes us”) and credits his company for changing the industry (“Hell, we created the industry”). Oh really? We would argue that LifeLock is a bad actor that sullied the reputation of all providers of legitimate identity management services when his company was hit with a $12 million fine from the Federal Trade Commission for deceptive advertising.

But wait, there’s more! A New Times blog post reports LifeLock lied about Davis’ experiences identity theft. “Until earlier this month, LifeLock’s Web site stated that Davis had only been a victim once. The company only removed these claims after inquiries from the New Times.”

People buy identity protection services out of legitimate concerns about the safety of their personal information. Davis undermines that trust when he sells his products based on trust and not on substance.