Identity protection ads come back to bite LifeLock CEO

Todd Davis is the CEO of LifeLock, a company that offers protection from identity theft. He includes his social security number in advertisements to show how great his company is.

Now, LifeLock customers in Maryland, New Jersey and West Virginia are suing Davis, claiming his service didn't work as promised and he knew it wouldn't, because the service had failed even him.

Attorney David Paris said he found records of other people applying for or receiving driver's licenses at least 20 times using Davis' Social Security number, though some of the applications may have been rejected because data in them didn't match what the Social Security Administration had on file.

Link (Thanks, Cowicide!)