Voluntary cybersecurity labeling program for wireless interconnected smart products, administered by the Federal Communications Commission (FCC), will help Americans make more informed decisions about the cybersecurity of products - from baby monitors to security systems - they bring into their homes.
Today, the White House announced the launch of a cybersecurity label for internet-connected devices, known as the U.S. Cyber Trust Mark, completing public notice and input over the last 18 months. During that time, FCC Commissioners decided in a bipartisan and unanimous vote to authorize the program and adopt final rules, as well as the trademarked, distinct shield logo that will be applied to products certified for the U.S. Cyber Trust Mark label. In December 2024, the FCC announced the conditional approval of 11 companies as Cybersecurity Label Administrators and the conditional selection of UL Solutions as the Lead Administrator.
Americans have many "smart" wireless interconnected devices in their homes, from baby monitors to home security cameras to voice-activated assistants. These devices are part of Americans' daily lives. But Americans are worried about the rise of criminals remotely hacking into home security systems to unlock doors, or malicious attackers tapping into insecure home cameras to illicitly record conversations. The White House launched this bipartisan effort to educate American consumers and give them an easy way to assess the cybersecurity of such products, as well as incentivize companies to produce more cybersecure devise, much as EnergyStar labels did for energy efficiency. Major electronics, appliance, and consumer product manufacturers, as well as retailers and trade associations, have been working to increase cybersecurity for the products they sell. The U.S. Cyber Trust Mark program allows them to test products against established cybersecurity criteria from the U.S. National Institute of Standards and Technology via compliance testing by accredited labs, and earn the Cyber Trust Mark label, providing an easy way for American consumers to see the cybersecurity of products they choose to bring into their homes.
Reacting to the program's launch, leading companies are coming forward to express their support and to help educate American consumers about the new Cyber Trust Mark label.
Michael Dolan, Senior Director, Head of Enterprise Privacy & Data Protection, Best Buy:
"We see great potential in the US Cyber Trust Mark Program. It is a positive step forward for consumers and we are excited about the opportunity to highlight this program for our customers."
Steve Downer, Vice President, Amazon:
"Amazon supports the U.S. Cyber Trust Mark's goal to strengthen consumer trust in connected devices. We believe consumers will value seeing the U.S. Cyber Trust Mark both on product packaging and while shopping online. We look forward to collaborating with industry partners and the government on consumer education efforts and implementation strategies."
Justin Brookman, Director of Technology Policy, Consumer Reports:
"Consumer Reports is eager to see this program deliver a meaningful U.S. Cyber Trust Mark that lets consumers know their connected devices meet fundamental cybersecurity standards. The mark will also inform consumers whether or not a company plans to stand behind the product with software updates and for how long. While voluntary, Consumer Reports hopes that manufacturers will apply for this mark, and that consumers will look for it when it becomes available."
The U.S. Cyber Trust Mark embodies public-private collaboration. It connects companies, consumers, and the U.S. government by incentivizing companies to build products securely against established security standards and gives consumers an added measure of assurance - through the label - that their smart device is cybersafe. The program is open for business in 2025: companies will soon be able to submit their products for testing to earn the label, companies like BestBuy and Amazon will be highlighting labeled products, and consumers can look for products bearing the Trust Mark on the shelves.
