Consumers, in large numbers, confuse identity theft with other crimes such as stealing credit cards from a wallet and going on a shopping spree (85%), a stolen ATM Personal Identification or PIN number (86%), or check forgery (84%), according to the quiz.

Nearly two thirds (62%) understand that their Social Security number is the most important piece of information to an identity thief. And while many say they have taken precautions (77%) to prevent their identities from being stolen, in reality many consumers are flunking when it comes to protecting their personal financial information:

• Almost half (47%) still carry their Social Security cards in their wallets and purses, according to the quiz results.
• More than one in four (28%) say their Social Security number is also their employee or student identification number, leaving them vulnerable to ID theft.
• 16% report that their Social Security number is printed on their driver's license or personal checks.
• 58% have not looked at their credit report in the past year, a key method of detecting identity theft.
• 53% believe the personal financial information they routinely throw away can't be retrieved, although this is a common way thieves capture personal information.
• 28% don't check to see if a website is secure when shopping online.

 “American Express is committed to helping consumers close a knowledge gap that leaves them vulnerable to identity theft,” said Zyg Gorgol, Senior Vice President, Worldwide Fraud and Risk Capabilities. “Consumers need to understand not only how to protect themselves, but how to detect a crime that is often hidden.”

As part of the effort to make information on identity theft easily available, American Express recently launched Identity Theft Assistance, a fee-free benefit to all Cardmembers which provides dedicated support to help Cardmembers safeguard their personal information, determine if their identity has been stolen, and if so, provide assistance in helping regain it. For more information about Identity Theft Assistance, Cardmembers can call 1-800-297-7672 or visit: www.americanexpress.com/idtheftassistance.

The quiz shows that, in some respects, consumers have heard the reports and are beginning to understand the nature of the threat. One in four (25%) learned about identity theft from personal experience (respondent was or knew a victim). Others learned about it from news reports (75%), advertising (47%), information from their credit card company (43%), their bank (41%), from friends and family (40%), and from the Internet (28%).

A majority (83%) know they can be victims even though they aren't missing personal information, and most reconcile monthly billing statements (75%), where fraud might be spotted. But when it comes to battling the more sophisticated ID theft scams, many are in the dark; 88% don't know about phishing, an identity theft tactic on the rise in which fraudsters pose as legitimate companies in e-mails and phone calls to entice people to share their personal financial information.

Despite warnings, one in five (22%) have not taken any precautions at all against identity theft. Half of the respondents in this category (52%) are not worried about the issue; just over a third (37%) feel vulnerable and want to learn more about how to protect themselves.

As always, American Express is committed to educating consumers about pertinent financial services issues and advises consumers to take steps to minimize the risk of identity theft:

• Do not give out your Social Security number to people or companies that you do not know.
• Before disclosing personal information, make sure you know why it is required and how it will be used.
• Shred information you no longer need that contains personally identifiable information and account numbers.
• Guard your mail from theft by collecting it regularly and forwarding it to a post office box if you will be out of town.
• Keep the personal information you have at home and at work in a safe place.
• Do not carry your birth certificate or passport, or other cards that display your Social Security number in your wallet or purse, except when necessary.
• Create unique passwords and personal identification numbers (PINS) and avoid using easily available information such as mother's maiden name, date of birth, or the last four digits of your Social Security number.
• Get a copy and review your credit report from each of the three major credit reporting agencies at least once a year.

In addition to Identity Theft Assistance, American Express offers a range of other services specifically targeted to combating identity theft:

• Identity Protection from American Express provides enrolled Cardmembers with coverage up to $15,000 (after a $100 deductible) to cover costs incurred with correcting identity theft; the cost is $59.95 a year or $5.95 per month. In addition, the coverage provides Cardmembers with access to identity theft counselors to guide them through the process of recovering their losses.
• CreditSecure® from American Express is a comprehensive fraud protection service that helps enrolled Cardmembers to protect themselves against fraudulent situations including identity theft and credit card fraud by monitoring credit profiles and promptly notifying them of any changes. In addition, the CreditSecure service offers identity theft insurance and access to resources to help Cardmembers resolve identity theft. The fee for CreditSecure is $9.99 per month or $99.95 per year.
• American Express Online Fraud Protection protects Cardmembers from being held responsible for any unauthorized charges when they use their Card online.

If you think you are a victim of identity theft:

• Get a copy of your credit report from the three major credit bureaus (TransUnion, Equifax, and Experian) so that you can check the information and dispute any inaccurate information. Beginning on December 1, legislation enacted by President Bush last year gives consumers living in the western U.S. (and then progressing across the nation through 2005) the right to a free copy of their credit report each year.
• Contact the fraud departments of the three major credit bureaus. Request that a “fraud alert” be placed on your file and include a statement that creditors must get your permission before any new accounts are opened in your name.
• Contact all the creditors involved. Let them know that your accounts may have been used without your permission, or that new accounts have been opened in your name.
• File a police report and get a copy.

For more information about Identity Theft, log onto www.americanexpress.com/fraudprotection.

Data for the American Express ID Theft Quiz was collected by International Communications Research between September 29 and October 3, 2004 via telephone interviews with 1007 adults age 18+. The margin of error for 1007 at the 95% confidence level is +/- 3.1%.

The American Express ID Theft Quiz is part of a broader American Express initiative to educate consumers and merchants about ID theft.

American Express Company is a diversified worldwide travel, network and financial services provider founded in 1850. It is a world leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking.

Contacts:
Kim Messina
212.640.9203
Kimberly.A.Messina@aexp.com