LifeLock 2015 Annual Report Download - page 156

The disclaimers and disclosures must be in close proximity to the claim it qualifies. All devices that consumers use to view marketing materials
and other information should be taken into consideration. If it is necessary to scroll down to see the disclosure, then the disclaimers do not have
appropriate proximity to the claim.
When practical, incorporate relevant limitations and qualifying information into the underlying claim, rather than having a separate disclosure
qualifying the claim
When space-constrained marketing material requires a disclosure, incorporate the disclosure into the marketing material whenever possible.
However, when it is not possible to make a disclosure in a space-constrained marketing material, it may, under some circumstances, be
acceptable to make the disclosure clearly and conspicuously on the page to which the marketing material links.

The disclaimers and disclosures should be prominent enough for the consumer to notice. The size of a disclosure should be compared to the
type size of the claim and other text in the communication (whether on screen or print).
If a claim uses a particular color or graphic treatment, the disclosure should be formatted the same way to help ensure that consumers who see
the claim are also able to see the disclosure and relate it back to the claim it modifies. The font of any disclaimers and disclosures should not be
smaller than the smallest font in the relevant section and in no event less than 8 pt.
Endorsements and Awards
You should take steps to ensure that all endorsements and awards are substantiated, up-to-date and relevant. Any compensation made to any individual
or organization should be disclosed. Furthermore, regularly take steps to confirm all endorsements and/or awards are current, at least on an annual
basis.
Phrases and Words
Avoid phrases or words that imply that credit will be repaired when a product is purchased.

: 
Repair
Fix
Cure
Improve
Protect credit, credit protection
Credit Management
Service, Credit Protection Service,
Credit Repair Service, Credit
Monitoring Service
How to increase your credit score, Tips to Improve your credit, Repair your
credit, Credit Rebuilding, Credit Repair
Alternative: Factors that may affect your credit score, Tools to help
you monitor your credit
Protect your identity
Alternative: Help you better protect your identity
Manage your credit, Credit Management. Alternatives:
Monitor your credit
Credit Monitoring
Will help.
Alternative: May help

Avoid phrases or words that imply that the product can detect, prevent, or remediate all forms of identity theft.
Marketing of Free Products
The marketing emphasis should focus on the offer of a free trial and not on a free product.
Each disclosure for a free product must include disclosures, including the following:
Radio and Television Marketing: “This is not the free credit report provided by Federal Law”
Print Materials and Internet Websites:



Educational Credit Scores
When providing credit scores, you should include disclosures that describe potential differences between educational scores
