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Thanks to his high-profile lawsuits against the Obama administration and the EPA, he's gained stature with the same demographic that frequents talk radio. But when Cuccinelli assumed his post in , his Office was already investigating LifeLock's business practices. We were able to catch up with Mr.

Trusted by millions for a reason.

Cuccinelli and get an insider's perspective. Here, then, is an attorney's eye view of the LifeLock lawsuit:. The problem, according to Cuccinelli, was not so much that LifeLock offered a flawed service, but that they were misrepresenting the level of security that they in fact provided.


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For years, LifeLock had been claiming to be an airtight guarantee against all forms of identity theft. LifeLock's service is most effective against new account fraud, which is why members can expect an alert when someone tries to open up a new account in their name.

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But according to the Federal Trade Commission, the service wasn't as effective in securing customers against the abuse of existing accounts, nor did it offer much protection against medical and employment-related fraud. As a result of the lawsuit, LifeLock was faced with two alternatives; dial back on their advertising claims or bring their service up to the level of security they were claiming to provide.

The Attorney General told me that he expects consumers to kick tires before they invest in a product. But that doesn't exonerate companies from making false claims. This entire lawsuit, in his judgment, comes back to an issue of consumer protection.

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With 35 states and one federal agency arrayed against a private enterprise, one of our readers referred to this lawsuit as a "shakedown of monumental proportions. All we want is for businesses to compete on a level playing field within the boundaries of the law, and God bless whoever wins. But when a company misrepresents themselves as glaringly as LifeLock did, they are going to invite scrutiny.

But when Cuccinelli assumed his post in , his Office was already investigating LifeLock's business practices. We were able to catch up with Mr.


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Cuccinelli and get an insider's perspective. Here, then, is an attorney's eye view of the LifeLock lawsuit:.

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The problem, according to Cuccinelli, was not so much that LifeLock offered a flawed service, but that they were misrepresenting the level of security that they in fact provided. For years, LifeLock had been claiming to be an airtight guarantee against all forms of identity theft.

LifeLock's service is most effective against new account fraud, which is why members can expect an alert when someone tries to open up a new account in their name. But according to the Federal Trade Commission, the service wasn't as effective in securing customers against the abuse of existing accounts, nor did it offer much protection against medical and employment-related fraud. As a result of the lawsuit, LifeLock was faced with two alternatives; dial back on their advertising claims or bring their service up to the level of security they were claiming to provide.

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The Attorney General told me that he expects consumers to kick tires before they invest in a product. But that doesn't exonerate companies from making false claims. This entire lawsuit, in his judgment, comes back to an issue of consumer protection. With 35 states and one federal agency arrayed against a private enterprise, one of our readers referred to this lawsuit as a "shakedown of monumental proportions. All we want is for businesses to compete on a level playing field within the boundaries of the law, and God bless whoever wins.

But when a company misrepresents themselves as glaringly as LifeLock did, they are going to invite scrutiny. As Attorney General, I call balls and strikes.