MAGNOLIA

CLIPPING SERVICE

(601) 856·0911 , (205) 758.8610

HATTIESBURG AMERICAN

HATTIESBURG, MS

Circulalion =26509

DAILY

04/02/2010
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BILL MOAK
rli lJ

.}" LifeLock
reaches $J2M
settlement
HE BEtTER BUSINESS

T BUREAU is pleased to
inform Mississippi con­
sumers of the recent Federal
Trade Commission an­
nouncement that Mississippi
is one of 35 states reaching
an agreement with LifeLock
to settle charges that the
company used deceptive ad­
vertising.
Agroup of 35 state attor­
'neys general charged LifeLock
with using false claims to pro­
mote its identity theft protec­
tion services. These claims
were widely advertised using
the CEO's Social Security
number. '
The FTC's complaint also
alleged that LifeLock falsely
claimed that it would: prevent
unauthorized changes to cus­
tomers' address information;
constantly monitor activity
on customer credit reports;
ensure that potential creditors
would always call before
opening a new account.
Furthermore, the FTC
charged that the LifeLock data
system was vulnerable and
could be accessed by anyone
seeking to obtain consumer
information.
Since we know that there is
no fool-proof way to avoid
identity theft, we are pleased
that this deception has been
exposed and eliminated. It is
great that consumers can no
longer be duped into thinking
that there are ways to provide
total protection from identity
thieves."
Charity ruses
The number of bogus tele­
marketers calling to solicit
,charitable donations contin­
~es to increase. The Better
Business Bureau has long
urged consumers to investi­
gate the reliability of charities
before they make contribu­
tions.
Take the time to research,
charities. Those thatare legit­
imate will welcome your do­
nation tomorrow just as
much as today. Don't suc­
cumb to pressme to give
money on the spot, and be
sure to use independent
means to do your research.
Five questions to be asked
of charity telemarketers:
• Are you a third-party
company raising funds on be­
half of the charity? For-profit
fundraisers can keep any­
where from 25 percent to 95
percent of the funds they can
collect. Most efficient chari­
ties spend less than 25 per­
cent on fund raising expenses.
• How much of my dona­
tion will actually end up with
the charity? The callers are re­
quired by law to disclose this
information to contributors.
The BBB recommends that at
least 65 percent be given to
programs.
• What is the full name
and location of the charity?
Be wary of charity names that
sound familiar or closely re­
~~. __ 1.1_ .. I r"