Today, the White House announced the launch of the U.S. Cyber Trust Mark, a new cybersecurity safety label for internet-connected consumer devices.
The Cyber Trust Mark label, which will appear on smart products sold in the United States later this year, will help American consumers determine whether the devices they want to buy are safe to install in their homes.
It’s designed for consumer smart devices, such as home security cameras, TVs, internet-connected appliances, fitness trackers, climate control systems, and baby monitors, and it signals that the internet-connected device comes with a set of security features approved by NIST.
Vendors will label their products with the Cyber Trust Mark logo if they meet the National Institute of Standards and Technology (NIST) cybersecurity criteria. These criteria include using unique and strong default passwords, software updates, data protection, and incident detection capabilities.
Consumers can scan the QR code included next to the Cyber Trust Mark labels for additional security information, such as instructions on changing the default password, steps for securely configuring the device, details on automatic updates (including how to access them if they are not automatic), the product’s minimum support period, and a notification if the manufacturer does not offer updates for the device.
US Cyber Trust Mark sample
U.S. Cyber Trust Mark sample (Sandia National Laboratories)
”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 White House launched this bipartisan effort to educate American consumers and give them an easy way to assess the cybersecurity of such products, as well as incentivize companies to produce more cybersecure devise [sic], much as EnergyStar labels did for energy efficiency.
“The program is open for business in 2025: companies will soon be able to submit their products for testing to earn the label, companies like BestBuy and Amazon will be highlighting labeled products, and consumers can look for products bearing the Trust Mark on the shelves.”
The program was unveiled in July 2023, when major electronics, appliance, and consumer product makers like Amazon, Google, Best Buy, LG Electronics U.S.A., Logitech, and Samsung Electronics announced their participation.
Over the last 18 months, FCC Commissioners unanimously authorized the program. They also adopted final rules and the trademarked, distinct shield logo for Cyber Trust Mark-certified products.
In December 2024, the FCC announced the approval of 11 companies as Cybersecurity Label Administrators, responsible for the program’s day-to-day management and certifying the use of the U.S. Cyber Trust Mark label.
“The mark will also inform consumers whether or not a company plans to stand behind the product with software updates and for how long,” Consumer Reports Director of Technology Policy Justin Brookman said on Tuesday.
“While voluntary, Consumer Reports hopes that manufacturers will apply for this mark, and that consumers will look for it when it becomes available.”
