On Tuesday, the White House introduced a new label designed for smart devices such as thermostats, baby monitors, and app-controlled lighting systems. This initiative aims to help consumers assess the cybersecurity ratings of these increasingly popular internet-connected products.
Named the Cyber Trust Mark, the new label features a stylized shield logo adorned with microchip-like graphics. It is intended to provide American consumers a straightforward method to evaluate the security of smart products, akin to the US Department of Agriculture labels for food and Energy Star ratings for appliances.
To qualify for the Cyber Trust Mark, companies must adhere to cybersecurity standards established by the US National Institute of Standards and Technology and pass compliance tests conducted by accredited laboratories.
The trend of connecting everyday devices to the internet continues to grow, with items such as garage door openers, fitness trackers, security cameras, voice-activated assistants, and even kitchen appliances now online. While these devices offer enhanced convenience, they also pose new security risks.
“Each of these devices acts as a digital portal that cyber attackers are keen to exploit,” remarked Anne Neuberger, the US Deputy National Security Advisor for Cyber, during a recent press call.
Though participation in the Cyber Trust Mark program is voluntary, Neuberger expressed her hope that consumers would begin demanding the label as a safeguard for their privacy. “People may say, ‘I don’t want to connect another device at home—a camera or baby monitor—that jeopardizes my privacy,'” she stated.
The government’s strategy includes rolling out the label first for consumer devices like cameras, before expanding to cover home and office routers as well as smart meters. Products displaying the Cyber Trust Mark are expected to be available on store shelves later this year.
Additionally, an executive order is in the works towards the end of President Joe Biden’s administration, which will mandate that the US government purchases only Cyber Trust Mark products starting in 2027. Neuberger noted that the initiative enjoys bipartisan support.
© Thomson Reuters 2025
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