The White House has introduced the Cyber Trust Mark, a new label for smart devices such as thermostats, baby monitors, and app-controlled lights. The label, featuring a shield logo with microchip-style detailing, aims to help consumers evaluate the cybersecurity of internet-connected products.
Modeled after USDA food labels and Energy Star ratings, the Cyber Trust Mark will identify products meeting cybersecurity criteria set by the U.S. National Institute of Standards and Technology (NIST). Companies can apply for the label by undergoing compliance testing through accredited labs.
As more everyday devices—like garage doors, fitness trackers, and ovens—connect to the internet, they offer convenience but also pose cybersecurity risks. “Each of these devices presents a digital door that cyber attackers are eager to enter,” said Anne Neuberger, U.S. Deputy National Security Advisor for Cyber.
The program is voluntary, but Neuberger hopes it will drive consumer demand for secure products. “I don’t want to connect another device in my home that risks my privacy,” she said, envisioning the label as a key factor in purchasing decisions.
The initiative will initially cover consumer devices such as cameras before expanding to include home routers and smart meters. Labeled products are expected to hit shelves this year.
Additionally, an executive order planned by President Joe Biden’s administration will require the federal government to exclusively purchase Cyber Trust Mark-certified products starting in 2027. The program has bipartisan support.
The label aims to empower consumers and encourage manufacturers to prioritize cybersecurity in the rapidly growing market of smart devices.
Also read: New York City Launches $9 Congestion Fee to Cut Traffic, Fund Transit
