These guidelines are meant to provide guidance for the development of marketing content for services or features offered in partnership with Identity Guard. They do not constitute Identity Guard’s legal approval or legal advice and may not be deemed a license to use or market any Identity Guard product or services, including but not limited to the IDENTITY GUARD services.
These guidelines must be read in conjunction with other Identity Guard Advertising and Marketing Guidelines. Except for the limited exceptions outlined below, all other Identity Guard Advertising and Marketing guidelines apply.
The following chart includes “Dos and Don’ts” related to common advertising claims. These descriptions may only be used in connection with Identity Guard’s services or features. Any questions about the chart or about proper advertising claims should be directed to Legal.
Identity Guard: Advertising Claims Dos and Don’ts
Product Name and Registration Mark
- DO: Identity Guard® provides powerful and comprehensive identity theft protection.
- DO: Identity Guard uses artificial intelligence to help secure your personal information.*
- DON'T: Identity Guard provides powerful and comprehensive identity theft protection.
- DON'T: Try our new Identity Guard product and secure your personal information.
*NOTE: This claim must include the following disclaimer - “Not all features use AI capabilities.”
General Efficacy Claims
- DO: Identity Guard provides powerful and comprehensive identity theft protection.
- DO: Identity Guard is a powerful early warning system.
- DO: Identity Guard provides the most powerful, comprehensive identity theft protection available today.*
- DO: Identity Guard scours the Internet for your registered information.
- DON'T: Identity Guard provides constant protection.
- DON'T: Identity Guard is always protecting your identity.
*NOTE: These claims may be approved if accompanied by further explanation for how the service works.
Claims About Correcting or Improving Credit Scores
- DO: We will alert you to different types of high-risk transactions.
- DON'T: Identity Guard will correct inaccuracies in your credit report.
- DON'T: Identity Guard will improve your credit score.
Claims About Timing of Alerts
- DO: Our technology will alert you when your identity may be at risk.
- DO: Get proactive alerts about potential threats.
- DON'T: Our technology will alert you instantly when your identity may be at risk.
Claims About Protecting Against Identity Theft
- DO: Identity Guard will help protect your identity from identity thieves.
- DON'T: Identity Guard will stop identity theft.
- DON'T: Identity Guard will prevent identity theft.
Claims About Credit Scores and Reports
- DO: Get a monthly credit score* based on TransUnion data.
- DO: Get a monthly Vantage 3.0 credit score* based on TransUnion data.
*NOTE: These claims must include the following disclosure: “The score you receive with Identity Guard is provided for educational purposes to help you understand your credit. It is calculated using the information contained in your TransUnion credit file. Lenders use many different credit scoring systems, and the score you receive with Identity Guard is not the same score used by lenders to evaluate your credit.”
- DON'T: Get a monthly credit score from TransUnion.
- DO: Get an annual credit report with information from Equifax, Experian, and Transunion.
- DON'T: Get an annual credit report from Equifax, Experian, and Transunion.