White House Launches U.S. Cyber Trust Mark for Safer Smart Devices

The White House has announced the rollout of the U.S. Cyber Trust Mark, a new cybersecurity safety label designed to help consumers identify secure internet-connected devices. The label will appear on smart products sold in the U.S. later this year, providing a clear indication of whether the devices meet recognized security standards.

Targeted at consumer smart devices—such as home security cameras, smart TVs, fitness trackers, climate control systems, internet-connected appliances, and baby monitors—the Cyber Trust Mark signals that the product meets cybersecurity criteria established by the National Institute of Standards and Technology (NIST).

Cyber Trust Mark Criteria and Features

To qualify for the Cyber Trust Mark, products must comply with key NIST cybersecurity standards, including:

• Unique and strong default passwords.
• Regular software updates.
• Protection of user data.
• Incident detection capabilities.

Each certified product will feature the Cyber Trust Mark logo along with a QR code. Scanning the QR code will provide additional information, such as:

• How to change default passwords.
• Steps to securely configure the device.
• Details on automatic updates (or how to access updates if they aren’t automatic).
• The device’s minimum support period.
• Notifications if the manufacturer does not offer updates for the product.

Addressing Consumer Concerns

"Americans are increasingly worried about hackers remotely accessing home security systems to unlock doors or tapping into insecure home cameras to record private conversations," the Biden administration said in a statement.

This bipartisan initiative aims to educate consumers and incentivize manufacturers to prioritize cybersecurity, similar to the EnergyStar label for energy-efficient products.

Program Launch and Participation

Set to launch officially in 2025, the program allows companies to submit their products for certification. Major retailers like Best Buy and Amazon have committed to highlighting products with the Cyber Trust Mark label, making it easier for consumers to identify secure devices.

The program, unveiled in July 2023, has seen strong support from leading electronics and consumer product manufacturers, including Amazon, Google, LG Electronics U.S.A., Logitech, and Samsung Electronics.

Over the past 18 months, the FCC worked to finalize the program, unanimously approving it and adopting a distinct shield logo for Cyber Trust Mark-certified products. In December 2024, the FCC designated 11 companies as Cybersecurity Label Administrators, tasked with managing certifications and the program’s daily operations.

Benefits for Consumers

The Cyber Trust Mark will not only assure consumers of a product’s cybersecurity features but also indicate whether manufacturers will provide ongoing support, such as software updates.

"While the program is voluntary, we hope manufacturers will embrace it, and consumers will prioritize these certified products when making purchases," said Justin Brookman, Consumer Reports’ Director of Technology Policy.

With companies already preparing to submit devices for testing, the Cyber Trust Mark aims to promote safer smart devices, protect user privacy, and build consumer trust in an increasingly connected world.