New Cybersecurity Initiative Unveiled 

The White House has launched a groundbreaking Cybersecurity label for smart devices, the U.S. Cyber Trust Mark, to enhance internet-connected consumer devices’ safety. This new label will be prominently displayed on smart products sold in the United States starting later this year. The Cyber Trust Mark is designed to help consumers identify devices that meet stringent cybersecurity standards, ensuring safer integration into homes.

The initiative targets a broad range cybersecurity label for smart devices, including home security cameras, smart TVs, internet-connected appliances, fitness trackers, climate control systems, and baby monitors. The label indicates that these devices adhere to security protocols approved by the National Institute of Standards and Technology (NIST). These protocols encompass various security measures such as using unique and strong default passwords, regular software updates, data protection, and incident detection capabilities.

Consumer Guidance and Industry Involvement

The Cyber Trust Mark not only assures consumers of a product’s cybersecurity but also provides them with detailed information through a QR code accompanying the label. Scanning this code offers guidance on securing the device, such as changing default passwords, configuring the device securely, accessing automatic updates, and understanding the product’s support period. Additionally, it alerts consumers if a manufacturer does not offer updates for the device.

The Biden administration emphasized the importance of this initiative, noting the increasing concern among Americans regarding cyber threats. These include hackers potentially gaining remote access to home security systems and exploiting insecure home cameras for illicit purposes. The administration highlighted that this bipartisan effort aims to educate consumers and incentivize manufacturers to produce more secure devices, drawing a parallel to the success of EnergyStar labels in promoting energy efficiency.

Cybersecurity Label for Smart Devices Program Implementation and Industry Support 

Set to commence fully in 2025, the Cyber Trust Mark program will soon allow companies to submit their products for certification. Retail giants such as Best Buy and Amazon are expected to feature labeled products prominently, making it easier for consumers to identify secure devices on store shelves.

The program was first introduced in July 2023, with significant participation from major electronics and consumer product companies, including Amazon, Google, Best Buy, LG Electronics U.S.A., Logitech, and Samsung Electronics. Over the past 18 months, the Federal Communications Commission (FCC) commissioners unanimously endorsed the program, establishing final rules and the trademarked shield logo for certified products.

In December 2024, the FCC approved 11 companies as Cybersecurity Label Administrators, tasked with managing the program’s daily operations and certifying products with the Cyber Trust Mark label. Consumer Reports’ Director of Technology Policy, Justin Brookman, expressed optimism about the initiative, hoping that manufacturers will voluntarily apply for the mark and that consumers will prioritize labeled products when making purchases.

This initiative represents a significant step forward in securing the rapidly growing ecosystem of smart devices, offering consumers peace of mind and encouraging manufacturers to prioritize cybersecurity in their product designs.