The White House has announced the launch of the “U.S. Cyber Trust Mark,” a voluntary cybersecurity labeling program aimed at helping American consumers identify internet-connected devices that meet cybersecurity standards.
The initiative, spearheaded by the Federal Communications Commission (FCC), is designed to ensure that smart devices—from baby monitors to home security cameras—are more secure against cyber threats.
Amid growing concerns over hackers infiltrating home devices to unlock doors or access private conversations, the program seeks to provide Americans with peace of mind by introducing a clear symbol of cybersecurity compliance.
The initiative has been likened to the successful EnergyStar label, which promotes energy-efficient products.
How the Program Works
The U.S. Cyber Trust Mark, symbolized by a trademarked shield logo, will be applied to products that meet established cybersecurity criteria set by the National Institute of Standards and Technology (NIST).
Accredited labs will conduct the necessary compliance tests. The program has been in development for the past 18 months, culminating in bipartisan support and a unanimous vote by FCC commissioners to authorize its rules and implementation.
The FCC has conditionally approved 11 companies to serve as Cybersecurity Label Administrators, with UL Solutions being selected as the Lead Administrator.
By 2025, manufacturers will be able to submit their products for testing to receive the certification, while retailers and online marketplaces will begin showcasing the new label.
Industry and Consumer Reactions
Leaders in consumer electronics, retail, and advocacy groups have welcomed the program:
- Michael Dolan, Senior Director at Best Buy, lauded the initiative, calling it “a positive step forward for consumers.” Dolan emphasized Best Buy’s commitment to educating customers about the label.
- Steve Downer, Vice President at Amazon, voiced strong support, stating, “The U.S. Cyber Trust Mark will strengthen consumer trust in connected devices. We look forward to collaborating with industry partners to promote consumer education and effective implementation.”
- Justin Brookman, Director of Technology Policy at Consumer Reports, stated his enthusiasm for the program’s potential to deliver meaningful cybersecurity assurances. Brookman noted that the label would help consumers understand whether manufacturers will provide critical software updates and for how long.
Addressing Growing Cyber Concerns
The rise of smart wireless devices in American households has created new vulnerabilities, such as hackers exploiting unsecured cameras or voice-activated assistants.
The U.S. Cyber Trust Mark aims to address these challenges by incentivizing manufacturers to build more secure products.
The public-private collaboration behind the initiative is a key element of its effectiveness.
By establishing clear cybersecurity benchmarks and a recognizable label, the program will empower consumers to make informed purchasing decisions while encouraging manufacturers to prioritize security in their designs.
According to the Cyber Trust Report, The U.S. Cyber Trust Mark program officially opens in 2025. Consumers can expect to see the label on store shelves and online product listings as companies begin submitting their devices for certification.
Retailers like Best Buy and Amazon are already preparing to highlight labeled products for their customers.
This initiative represents a significant step toward fostering greater trust in connected devices across the country, bridging the gap between industry innovation, consumer safety, and cybersecurity resilience.