Holidays: The season of more identity theft
In this commercial we are shown how identity thieves are more active during the holidays and many of the different ways that these thieves can steal your personal information or identity.
What the commercial says:
‘Tis the season of more. More shopping, more dining out, more traveling and along with it, more identity theft. Every time you pull out your credit card, shop online, or hit the road, you give thieves a chance to ruin your holiday.
You can’t be on the lookout 24/7 but LifeLock can. Protecting your identity, your bank accounts, even the equity in your home. When Life Lock detects a threat to your identity within our network they’ll alert you by text, phone or email protecting you before the damage can be done. Act now and we’ll protect you 60 days risk-free. No one protects you better than Life Lock
Try LifeLock Protection 60 days risk free and get a special holiday gift, a document shredder. A $29 value, free.
Call 1-800-416-1346 or go to Lifelock.com/holidays
Use Promo code Holidays and get Lifelock protection for you and your family this holiday season
What’s said, what people might think, and what it really means:
- What the commercial said: You can’t be on the lookout 24/7 but LifeLock can. Protecting your identity, you bank accounts, even the equity in your home
- What some people might think that means: Lifelock will protect me and my identity, 24/7 and I will not be a victim of identity theft
- What the fine-print says: When the announcer says “You can’t be on the lookout 24/7 but LifeLock can” the following extremely difficult to read fine-print is shown on the screen:
No one can prevent all identity theft
Can LifeLock really prevent identity theft 24/7?
According to the fine print shown in the TV commercial, the answer is: NO, because as mentioned in the fine print, nobody can prevent all identity theft. This would lead us to conclude that Lifelock will “be on the lookout” 24/7, but cannot catch, stop or prevent all identity theft.
- What the commercial says: When Life Lock detects a threat to your identity within our network they’ll alert you by text, phone or email protecting you before the damage can be done
- What some people might think that means: Any time an identity thief tries to steal my identity, LifeLock will alert me before any damage can be done
- What the fine-print says: The following extremely difficult to read fine-print is shown on the screen:
Network does not cover all transactions and scope may vary
Does LifeLock really alert you any time someone tries to steal your identity?
According to the fine print shown, the answer is NO. Because not every transaction is in LifeLock’s network, and because as stated, the “network does not cover all transactions”, not every threat is, or can be detected.
- What the commercial says: Act now and we’ll protect you 60 days risk-free
- What some people might think that means: I can get Lifelock for 60 days, free
- What the fine-print says: The following extremely difficult to read fine-print is shown on the screen while the words “60 days risk FREE” (FREE is very large) are shown:
You can cancel within 60 days of enrollment for a complete refund by calling 1-800-543-3502. See LifeLock.com for details.
The LifeLock.com website has this additional information about the risk-free offer:
60-day Money Back Guarantee and free shredder offer is exclusive to new LifeLock members only… If you are not satisfied with Lifelock service, simply call 1-800-LIFELOCK to cancel your membership within the first 60 days to receive a complete refund of your purchase price.
Based on the fine print and details at their website, you must pay for your Lifelock service, then, if you are not satisfied and call to cancel within 60 days of signing up, you will get a refund of what you paid.
How much does LifeLock cost?
According to the Lifelock.com website, “LifeLock Ultimate ™”, which offers the greatest amount of protection as referenced in the TV ad, costs $275 per year.
This ad uses very difficult to read fine print that many people might agree contradicts the claims made in the commercial. Some people might think that the use of this fine print is an attempt to deceive viewers about the actual scope and effectiveness of the Life Lock service.