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LifeLock is an identity theft prevention company that detects fraudulent applications for credit cards, mortgages and car loans placed in their clients’ names.

LifeLock CEO Todd Davis was so confident in the company’s ability to protect sensitive information that it publicized its services with a brazen television advertisement, in which a van drives by with his real, actual social security number emblazoned on the side, all but daring criminals to use it.

A number of identity thieves not only took the dare, but used the information successfully multiple times. In two cases reported in the Phoenix New Times, a Texas man used the social security number to take out a $500 loan and another in Georgia used the CEO’s information to open an AT&T wireless account. Davis knew nothing about either instance until the collection agencies started calling him.

Photo: Youtube