Published on: January 9, 2025
The US government is introducing a new program to label internet-connected devices like baby monitors, fitness trackers, and security cameras that meet a basic cybersecurity standard. Known as the US Cyber Trust Mark, the initiative aims to help consumers identify safer products and encourage manufacturers to prioritize security.
Anne Neuberger, U.S. Deputy National Security Advisor for Cyber, emphasized the risks associated with internet-connected devices, stating, “Each one of these devices presents a digital door that motivated cyber attackers are eager to enter.”
Key details about the program include:
- Similar to Energy Star: The Cyber Trust Mark is comparable to the Energy Star label, but for cybersecurity. Products passing a US cybersecurity audit can display the mark on their packaging and advertising.
- Voluntary Participation: Unlike cybersecurity regulations that have faced pushback, this program is voluntary, offering incentives for companies to prioritize security in their products.
- Scope: The program applies to “Internet of Things” (IoT) devices like televisions, refrigerators, baby monitors, and security cameras, but excludes computers and smartphones.
- Implementation Timeline: Products bearing the Cyber Trust Mark are expected to hit shelves in 2025, according to Anne Neuberger, the White House’s deputy national security adviser for cybersecurity.
- Retailer Support: Major retailers, including Best Buy and Amazon, have backed the program, signaling broad industry support.
- Consumer Confidence: The program seeks to address a growing need for secure devices, empowering consumers to make safer choices.
Manufacturers that want their products certified will undergo audits by the National Institute of Standards and Technology (NIST). These evaluations will assess cybersecurity features like requiring strong passwords or avoiding default settings vulnerable to attack.
The Federal Communications Commission (FCC), which started designing the program in 2023, will oversee its rollout. Additionally, the Biden administration is working on an executive order requiring federal agencies to exclusively use Cyber Trust Mark-certified devices by 2027.
As cybersecurity challenges continue to rise, the Cyber Trust Mark could provide a much-needed safeguard for consumers navigating an increasingly connected world.