Anyone who’s read any of my columns on identity theft knows I don’t like LifeLock, the identity theft solution that offers to put a freeze on your credit report for more than $100 a year.

But every day I get more questions about LifeLock, often triggered by their extensive advertising that includes the CEO of the company broadcasting his Social Security for everyone to see.

My beef with LifeLock, its CEO, and its investors is that their ignorance of identity theft and security is simply putting the public at risk by spreading the message that if you have a freeze on your credit report, your Social Security number can be public knowledge because you’re protected.

Which of course is a load of nonsense. Not all identity thefts involve opening new lines of credit, and a credit freeze won’t stop a criminal from giving your social security number the next time he or she is arrested.

Identity theft has attracted numerous slick and sophisticated opportunists, and LifeLock is the slickest. For $110 a month they’re selling a service that any consumer with no security skills can obtain for a fraction of that price.

And shame on all those companies that have partnered with LifeLock, from Office Depot to the NRA, who are more interested in LifeLock’s generous commissions than really making an impact on identity theft.

I’ve always thought credit and identity monitoring is of great value and highly recommend that worried consumers should seriously consider using a quality service. Just not LifeLock.