LifeLock, the company that heavily advertises itself on TV and online as an identity theft protection service, came under the crosshairs of the Federal Trade Commission on Tuesday for allegedly failing customers—again.

The agency, in a federal suit filed in LifeLock's home state of Arizona, accuses the company of failing to notify its customers immediately after their identities were compromised and alleges the company did not implement the same type of identity protection safeguards used by banks. The FTC said LifeLock promised those services to its customers but did not live up to it.

Further Reading LifeLock fined $12 million over lack of life-locking ability

What's more, the suit (PDF) alleges that the company violated its 2010 settlement, which included a $12 million fine, with the FTC and 35 state attorneys general who then accused the company of making false claims to consumers.

"It is essential that companies live up to their obligations under orders obtained by the FTC," Jessica Rich, director of the FTC’s Bureau of Consumer Protection, said in a statement. “If a company continues with practices that violate orders and harm consumers, we will act."

This is the same company whose chief executive, Todd Davis, had displayed his Social Security number in online advertising as a testament to the company's ID protection services. His identity, however, was reportedly stolen more than a dozen times.

The company, founded in 2005, charges from $10 to $30 monthly for ID protection services and disputed the latest FTC allegations:

"After more than 18 months of cooperation and dialogue with the FTC, it became clear to us that we could not come to a satisfactory resolution of their issues outside a court of law,” according to a company statement. "We disagree with the substance of the FTC's contentions and are prepared to take our case to court."

The company also faces private class-action lawsuits accusing it of not being forthcoming in its advertising.