Q: I’ve seen so many advertisements for the identity theft program LifeLock, I’ve even seen it promoted on the show The Apprentice. Is this a legitimate website to protect one’s identity, or just another scam?

A: While it is not a scam in the sense that they promise something but then don’t deliver, LifeLock benefits and services only take affect AFTER identity theft has occurred and AFTER the bank and credit card companies have done all they can to restore lost funds and make any necessary adjustments or changes. Once the banks and credit companies have met their obligations, LifeLock provides reimbursement for any remaining losses.

LifeLock is not aware of suspicious activity or identity theft occurring before account and cardholders are. In fact, it is the individual’s responsibility to report any identity theft occurrences to LifeLock.

LifeLock also charges fees for its services. Adults pay $110 per year or $10 a month. This is for each adult who has accounts; it is not an all-inclusive fee, and ages for adults start at 16. In addition, if one wishes, LifeLock services can be provided for children 15 and under, for an additional $25 per year for each child.

LifeLock advertisements state that reimbursement payments can total $1,000,000. This actually means that LifeLock will reimburse for identity theft up to $1,000,000, not that $1,000,000 is awarded to victims of identity theft, as one might be led to believe just from seeing the ads alone.