LifeLock, the ID protection firm that last month was hit with a $12 million fine for “deceptive advertising” has just gotten another hit to its reputation this week.
The company, which has a “$1 million guarantee,” says it will spend up to $1 million on any subscriber if the service fails to protect their ID. LifeLock costs $15 per month.
As a publicity stunt to show off the effectiveness of the product, CEO Todd Davis publicly showed off his name and social security number, while saying he is also a LifeLock member.
This week, it is being reported Davis has had his identity stolen 13 times since 2007. In 2007, Davis said: “I’m glad to take the center stage to put mine out there as example, because then we can tell people you can take steps to make this useless to criminals.”
Within weeks, Davis’ identity was stolen and a man in Georgia used his account to open an AT&T Wireless account, with a bill over $2300.
That was just the beginning, however. The Phoenix News Times is reporting that Davis has had his ID stolen at least 12 times since, with people taking out small loans, Gap credit cards, Verizon wireless accounts and even paying off their energy bills with his name.
After the report, Davis responded: “We have always said that no one can completely stop identity theft, including LifeLock. Just because we say protect, we aren’t saying prevent.”
Ouch. Why would anyone pay for your service Mr. Davis if you cannot prevent ID theft?
Result for: reputation
The British TV network Channel 4 has signed a deal today with video sharing giant YouTube, partnering to have the broadcaster’s shows available for free via Channel 4’s YouTube channel.
“YouTube and Channel 4 have signed a pioneering content deal that will make the broadcaster’s original programmes available on demand, in full and free-of-charge via YouTube in the UK in the coming months,” said the press release. “The strategic partnership marks the first time that a broadcaster anywhere in the world has made a comprehensive catch-up schedule available on YouTube.”
One of the first shows available will be “Ramsay’s Kitchen Nightmares,” added the broadcaster.
The financial details of the deal was not disclosed but YouTube did say it will last for three years and the videos would be supported by ad revenue.
“Channel 4 was the first broadcaster anywhere in the world to make all its commissioned content available online,” adds Channel 4 CEO Andy Duncan. “This strategic partnership is another important milestone for us and we’re delighted to be combining the power of the ‘4′ brand and the appeal of our content with YouTube’s unrivaled reach and reputation online.”
Result for: reputation
According to a new Forbes report, Nintendo is the sixth most reputable company in the world, beating out its console rivals Sony and Microsoft.
The firm Reputation Institute rated over 1000 companies for the report and placed Microsoft at #30 and Sony at #126, although it is notable to remember that Nintendo is the only purely videogame company in the list.
Using 65,000 online interviews from interviewees in 25 countries, each company was given a “pulse” rating from 1 to 100, with 100 being the peak of reputation “strength.”
Nintendo scored a very high 81.63, while Microsoft scored a 78.05 and Sony had a decently high 72.21. Year-on-year, Sony fell while Microsoft rose. Nintendo was a new addition to the list.
Possibly surprising, the top ranked company is Ferraro the maker of the extremely popular Ferrero Rocher chocolates. Furniture maker Ikea finished second and Johnson & Johnson came in third.
View the whole list here: World’s Most Reputable Companies: The Rankings
