Namesafe are suing Lifelock for what it claims to be a blatent case of corporate identity theft.

“We have discovered that LifeLock has been sponsoring advertisements on most major search engines including Google, Yahoo, Lycos, MSN, Dogpile, and AOL, that deceptively led consumers to Lifelock.com. Specifically, when you searched ‘Namesafe.com’ in any major search engine, you found an advertisement that said ‘Namesafe.com’ but when you clicked on it, you were not directed to the official site for NAMESAFE, but rather to our competitor, LifeLock.com” said NAMESAFE founder and CEO David Ridings. “It is one of the most bizarre attempts to steal a company brand and its costumers that I have personally seen. Ironically enough, we consider it a form of ‘corporate identity theft’ from a company that is in the business of protecting identities, and we really could not tolerate it. Having said that, we expect it will stop today.”

The suit was filed June 25, 2008 and seeks statutory damages plus legal costs , as well as injunctive relief for the wrongful use of their Namesafe brand, and the deceptive/misleading advertising practices.