LifeLock.com Identity Theft Protection
In this commercial for LifeLock.com we are told that identity thieves are ready, willing, and able to steal our identity every time we go online.
Who loves Social Networking as much as you? Identity Thieves. They can find your personal information and do some serious damage. Like your birthday or your mother’s maiden name.
You need a new friend, Life Lock. We scour billions of data-points every day and if we discover that any of your personal information is misused, LifeLock is there. Call at 1-800-LifeLock or go to LifeLock.com today.
Key words and phrases in this TV commercial and what they really mean:
- What the commercial said: They [identity thieves] can find your personal information and do some serious damage. Like your birthday or your mother’s maiden name.
- What some people might think that means: If I use social media sites like Facebook, Twitter, or Google Plus, identity thieves will be able to steal my personal information.
- What it really means: It is true that any information that you publish on the internet can potentially be used for nefarious purposes, but it is not necessarily true that just by using social media you will become an ID theft victim. Many online security experts recommend simply not publishing any personal information online, and keeping all online chats, replies, posts, ‘statuses’, or conversations private. Many recommend not using social media at all. Some people might consider this statement to be a scare-tactic indented to frighten you into buying the Lifelock service.
- What the commercial said: We [Life Lock] scour billions of data-points every day and if we discover that any of your personal information is misused, LifeLock is there.
- What some people might think that means: LifeLock will prevent any misuse of my personal information or identity theft.
- What it really means: This statement says 2 things:
- Lifelock reviews many datapoints and information
- IF Lifelock discovers something, LifeLock “is there”
These statements do not necessarily mean that LifeLock can or will discover or find everything and if Life Lock does discover something, the claim is only “Lifelock is there”. This is not the same as preventing or stopping ID theft. The assumption that “LifeLock is there” means “LifeLock will prevent or protect me” is left up to the viewer. Further, while this statement is made, on the screen in near impossible to read fine-print we can see the following disclaimer:
No one can prevent all identity theft. Network does not cover all transactions and scope may vary.
This almost-hidden disclaimer seems to tell us that no one, including LifeLock can prevent all ID theft, and that the LifeLock “network” (service) does not cover everything. This disclaimer seems to make it clear that LifeLock cannot and will not be able to protect you from all potential identity theft.
This TV commercial seems to use scare tactics and might over-state what the service can actually protect you from.