The White House has introduced a new initiative aimed at helping consumers assess the cybersecurity of internet-connected devices. The Cyber Trust Mark, a stylized shield logo featuring microchip-style detailing, will be applied to products such as smart thermostats, baby monitors, app-controlled lights, and other IoT devices. The label is designed to provide a quick, easily recognizable guide to the security of these devices, similar to food labeling by the U.S. Department of Agriculture or the Energy Star rating on appliances.
For a product to receive the Cyber Trust Mark, manufacturers must ensure their devices meet cybersecurity criteria set by the U.S. National Institute of Standards and Technology (NIST), verified through compliance testing by accredited laboratories. As more everyday products, from fitness trackers to security cameras and even ovens, become internet-connected, the potential for cybersecurity vulnerabilities increases, posing privacy and safety risks.
Anne Neuberger, the U.S. Deputy National Security Advisor for Cyber, emphasized that each connected device could become a potential target for cyber attackers. The Cyber Trust Mark is voluntary for manufacturers, but Neuberger hopes it will encourage consumers to prioritize security by choosing products with the label. She also suggested that consumers might demand the label when purchasing connected devices to ensure their privacy isn’t compromised.
Initially, the Cyber Trust Mark will focus on consumer products like cameras, with plans to extend to home and office routers and smart meters. Devices bearing the label are expected to appear on store shelves later this year. Additionally, the White House is preparing an executive order that will restrict U.S. government purchases to only those products carrying the Cyber Trust Mark, starting in 2027. The initiative has garnered bipartisan support.