National Consumer Protection Week Highlighted with Launch of Identity Smart Book

March 1st, 2010

Tempe, Ariz. — As the rate of identity theft incidents continue to rise, consumers are becoming more and more vulnerable to identity theft and identity fraud. During National Consumer Protection Week, March 7 - 13, consumers should be aware of the protections available to help safeguard their personally identifiable information. The National Crime Prevention Council (NCPC) and LifeLock, Inc. (, the industry leader in identity theft protection, have aligned to produce an identity theft protection toolkit, Identity Smart: A Guide for Consumers to Help Protect Against Identity Theft. Available online beginning March 8, Identity Smart addresses education, protection and remediation issues related to identity theft and identity fraud.

"National Consumer Protection Week is the appropriate time to turn the spotlight on this invasive crime," said Ann M. Harkins, President and CEO of NCPC. "As the numbers continue to rise, we are working hard to educate and prevent consumers from being victimized by identity theft and identity fraud. Through our partnership with LifeLock, we have developed a comprehensive guide for consumers to help them understand their vulnerabilities and learn how to protect what matters most to them."

As many as 11.1 million Americans were estimated to be victims of identity fraud in 2009, according to the 2010 Identity Fraud Survey Report produced by Javelin Strategy & Research. While the number of victims increased significantly over the previous year, it is estimated that only 12 percent of victims reported the issue to law enforcement.

"While we expected an increase in the number of victims, this took us by surprise," said Todd Davis, LifeLock Chairman and CEO. "Working closely with law enforcement, we are hearing everyday about the new trends that thieves have devised to compromise our personal information and to monetize it. It is the responsibility of all who have this information, whether a public or a private organization, to share this information with consumers so that they can truly begin to defend themselves."

Consumers, law enforcement agencies and other interested groups can download a free copy of Identity Smart at

About LifeLock

LifeLock, Inc. ( is an industry leader in proactive identity theft protection. Since 2005, LifeLock has been providing consumers with the tools and confidence they need to help protect themselves from identity theft. The company has a strong focus on educating consumers and working with law enforcement and elected officials to better understand the increasing threats of identity theft. A multiple award-winning organization, LifeLock has been recognized by the American Business Awards as Best Overall Company, by AlwaysOn to the Top Global Company 250 list and most recently by Arizona Corporate Excellence as Arizona's Fastest Growing Company.

About the National Crime Prevention Council

The National Crime Prevention Council (NCPC) is a private, nonprofit organization whose primary mission is to be the nation's leader in helping people keep themselves, their families, and their communities safe from crime. NCPC manages public service advertising under the National Citizens' Crime Prevention Campaign - symbolized by McGruff the Crime Dog® and his "Take A Bite Out Of Crime®" slogan - and acts as secretariat for the Crime Prevention Coalition of America, more than 300 national, federal, state, and local organizations representing thousands of constituents who are committed to preventing crime. NCPC is funded through a variety of government agencies, corporate and private foundations, and donations from private individuals. For more information on crime prevention issues, visit