Identity theft is stealing the headlines as well as your personal information.

As the public becomes more aware of the dangers of identity hijacking, companies scramble to provide protection for consumers, and newspapers are full of revelations about what works and what doesn’t.

LifeLock, is a leader in consumer identity protection. They claim to offer a proven solution which stops identity theft in its tracks. In fact, they are so sure of their product that their CEO actually gives out his own social security number in a prominent position on the home page of the company’s website.

Well, that’s a bit like holding out a red flag to a bull. Sure enough, Todd Davis, LifeLock’s CEO, has had his identity stolen. His personal information has been used to take out a $500 loan.

Oops.

You can read the full story here.

In fairness to LifeLock, the company does not offer 100% protection against identity theft. That’s why they state the following in their Terms and Conditions:

If you are our client when someone accesses your personal identifying information and subsequently uses it without your authorization to commit a fraud, due to a failure or defect in our Service, and you have complied with this Agreement, subject to the terms herein, we will pay professionals to assist in restoring any such loss or recover such expenses, as required, provided however that the maximum limit of our Service Guarantee is $1 (one) million per lifetime for all incidents in the aggregate.

However, it’s still an embarrassment when their CEO gets his identity stolen.

Our approach to identity theft remains the same - and different from other companies in the identity theft arena.

If you don’t give out your identity in the first place, there is no information for thieves to steal. So if you want to buy downloads, your best bet is our flagship OneTouch Online Purchasing service. Using OneTouch you don’t have to reveal who you are.