Oct. 22, 2009 (PR Newswire) -- ATLANTA, Oct. 22 /PRNewswire-FirstCall/ -- Equifax (NYSE: EFX) today announced the upcoming availability of its new Automatic Fraud Alert(TM)* feature. The Automatic Fraud Alert feature will enable consumers to place an initial 90-day fraud alert on their credit file and have it automatically renewed every 90 days. New and existing subscribers to Equifax ID Patrol(TM) will automatically receive access to the feature for FREE as a part of their paid membership.

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Fraud alerts have been recognized as one of the strongest methods of identity protection. With access to the Automatic Fraud Alert feature, Equifax ID Patrol subscribers will now have even more protection against one of the most insidious forms of identity theft, new account fraud.

"Some companies are great at making big promises of better, broader protection and touting claims of more sophisticated and scientific methods to detect identity fraud," says Steve Ely, president, Equifax Personal Information Solutions, "yet fraud alerts and credit monitoring remain two of the best ways consumers can protect their identity."

Consumers rank fraud alerts as the most effective method for identity protection with credit monitoring following closely behind, according to the recent Javelin Strategy and Research 2009 Consumer Identity Protection Services Scorecard, which analyzed the service offerings of more than 20 identity protection services. Equifax ID Patrol includes both credit monitoring and now access to the Automatic Fraud Alert feature. Equifax ID Patrol also earned the distinction of "Best in Class" for Credit Monitoring Services in the Javelin report based on key factors such as consumer satisfaction, product features and overall product value.

Equifax ID Patrol leverages one of the largest sources of consumer data, advanced analytics and proprietary technology combined with exclusive product features to alert consumers of potential instances of fraud sooner, minimize their exposure to financial damages and reduce their personal risk of becoming victims of identity theft.