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Giuliani LifeLock Ads Appear on Late-Night TV

By Alex Johnston
Epoch Times Staff
Created: March 21, 2013 Last Updated: March 23, 2013
Related articles: United States » New York City
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Giuliani LifeLock ads: Rudy Giuliani has become a late-night spokesman on LifeLock commercials.

Former New York City Mayor Rudy Giuliani is now a commercial spokesman for LifeLock, the identity theft protection service.

“Looking forward to a tax refund?” he said in the commercial.. “So are identity thieves and they can steal your identity without you knowing it in order to get your refund … I protect myself with LifeLock.”

The New York Post reported that his consulting firm Giuliani Partners signed a deal with LifeLock last November, and the company said the infomercials aired in February.

“We used him in the ad primarily to talk about the need for protection against identity theft, not as a specific spokesman for LifeLock,” company marketing director Eric Dickinson told the paper. “He is, however, a LifeLock member.”

According to the Post and other media, the LifeLock infomercials air late at night.

Tami Nealy, the company’s director of corporate communications, told ABC News that the former mayor “has a strong track record of fighting crime, which is why we are working with him.”

Giuliani and his team will also offer “strategic counsel” for the company, according to the broadcaster.

In 2010, the Federal Trade Commission fined LifeLock for $12 million after it failed to provide protection against identity theft and for not honoring refunds.

“When the sheriff of the world says ‘pay attention’ folks pay attention,” political strategist Hank Sheinkopf told PIX 11, regarding Giuliani’s advertisements. “The problem is it’s a company with a product that may or may not work. But Giuliani doing infomercials? Kind of takes the sheriff label away don’t you think?”

Local resident Linda Mann said that Giuliani should not have taken the job.

“I think it’s undignified for him,” she said, according to PIX 11. “For him to stoop to this. It’s something you’d see at 3 a.m., I don’t think it’s a good idea. It demeans his legacy,” she added.

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