SAN JOSE, Calif. -- The head of a fraud-prevention company is facing lawsuits brought by customers in four states who say the service is a fraud itself.

Pitchman reportedly a fraud victim

Todd Davis runs the Tempe-based company, Lifelock. In advertisements seen in newspapers and on television Davis dares criminals to steal his identity by offering his Social Security number.

Lifelock customers in Arizona, Maryland, New Jersey and West Virginia are suing Davis, claiming his service didn't work as promised and he knew it wouldn't, because the service had failed even him.

Davis tells The Associated Press that his advertising gimmick has led to at least 87 instances of people trying to steal his identity. And a Texas man succeeded by duping a payday loan operation last year into giving him $500 using Davis' Social Security number.

Security experts say complaints about the company reinforce the wisdom of keeping your Social Security number secret.

(Copyright 2008 by The Associated Press. All Rights Reserved.)