The White House has officially unveiled the U.S. Cyber Trust Mark, a new labeling program designed to help consumers identify smart devices that meet federal cybersecurity standards. The voluntary initiative aims to address growing security concerns as American households now average 21 connected devices.
Similar to the EnergyStar label for energy efficiency, the Cyber Trust Mark will appear as a distinct shield logo on certified products like smart TVs, security cameras, baby monitors, and other Internet of Things (IoT) devices. The certification process evaluates key security features including software updates, data protection, and access controls.
"Americans buying home alarm systems and baby monitors need to know hackers can't disable the alarm system remotely or hack in to watch their babies asleep," said Anne Neuberger, White House Deputy National Security Adviser for Cyber and Emerging Technology.
Major retailers including Amazon and Best Buy have already committed to participating in the program. The Federal Communications Commission (FCC) has conditionally approved 11 companies as Cybersecurity Label Administrators, with UL Solutions named as the lead administrator.
Products bearing the Cyber Trust Mark are expected to reach store shelves by the end of 2024. The White House also plans to require all federal government purchases of smart devices to carry this certification starting in 2027.
The initiative comes after an 18-month public comment period and unanimous bipartisan approval from the FCC. Testing will be conducted by accredited laboratories using standards established by the National Institute of Standards and Technology.
Beyond consumer products, future phases will expand to include enterprise devices like small office routers and smart meters. The program represents a collaborative effort between government and private sector to improve device security while giving consumers clear guidance for safer purchasing decisions.