Marketers, ISPs tackle 'phishing' expeditions; With new ID-theft tactic on rise, Earthlink accentuates measures to safeguard consumers in ads.(Internet service providers, identity)

Advertising Age, March, 2005 by Oser, Kris

Byline: KRIS OSER

With new ID-theft tactic on rise, Earthlink accentuates measures to safeguard consumers in ads

consumers love internet shopping, but one of their top fears is having their identity ripped off. Turns out they're right to be afraid. Identity theft costs U.S. businesses and consumers $50 billion to $60 billion a year, according to the Federal Trade Commission.

One of the most insidious forms of ID theft is "phishing.'' An alternate spelling of fishing, as in fishing for victims, phishing is a type of Internet fraud that uses deceptive e-mails and fraudulent Web sites to fool recipients into divulging their personal financial data such as credit-card numbers, account user names and passwords and Social Security numbers.

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