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The White House has introduced the U.S. Cyber Trust Mark, a new cybersecurity safety label aimed at enhancing consumer awareness about the security of internet-connected devices. Set to appear on smart products sold in the United States later this year, the label will help Americans make informed decisions about the safety of devices they plan to install in their homes.
The Cyber Trust Mark will be displayed on various consumer smart devices, including home security cameras, internet-connected appliances, TVs, fitness trackers, climate control systems, and baby monitors. The label signifies that the device adheres to cybersecurity standards approved by the National Institute of Standards and Technology (NIST).
To earn the label, manufacturers must meet NIST’s stringent cybersecurity criteria, which include the use of unique and robust default passwords, the availability of regular software updates, data protection measures, and incident detection capabilities.
QR Code for Additional Security Information
Consumers will be able to scan a QR code next to the Cyber Trust Mark to access additional security details. This information will include instructions for changing default passwords, guidance on securely configuring the device, automatic update protocols, the product’s minimum support period, and notifications about the availability of updates from the manufacturer.
“Americans are worried about the rise of criminals remotely hacking into home security systems to unlock doors, or malicious attackers tapping into insecure home cameras to illicitly record conversations,” the Biden administration said on Tuesday.
The administration emphasized that the new program aims to educate American consumers on cybersecurity while encouraging manufacturers to produce more secure devices, similar to the impact of EnergyStar labels for energy efficiency.
Launch Timeline and Industry Participation
The Cyber Trust Mark program is scheduled to begin in 2025. Companies will soon be able to submit their products for testing to earn the label. Retailers such as BestBuy and Amazon will highlight products bearing the Cyber Trust Mark, allowing consumers to easily identify and purchase secure devices.
The program was initially introduced in July 2023, with major industry players such as Amazon, Google, Best Buy, LG Electronics U.S.A., Logitech, and Samsung Electronics joining as participants. Over the last 18 months, the Federal Communications Commission (FCC) authorized the program and adopted the distinctive shield logo for Cyber Trust Mark-certified products.
In December 2024, the FCC approved 11 companies as Cybersecurity Label Administrators, responsible for overseeing the program’s day-to-day operations and certifying the use of the Cyber Trust Mark on eligible products.
“The mark will also inform consumers whether or not a company plans to stand behind the product with software updates and for how long,” said Justin Brookman, Director of Technology Policy at Consumer Reports.
While the program is voluntary, Consumer Reports hopes that manufacturers will actively apply for the mark and that consumers will prioritize products bearing the label once it becomes available.
