The White House has announced the launch of the U.S. Cyber Trust Mark initiative, a program aimed at enhancing the security of internet-connected devices. This initiative seeks to shield consumers from cyber threats linked to vulnerabilities in smart gadgets, which have become ubiquitous in modern households.
The issue has grown increasingly pressing. A 2023 Deloitte study revealed that the average American household contains 21 connected devices, significantly heightening the risks of hacking, unauthorized access to cameras, and the malicious exploitation of personal data.
Anne Neuberger, Deputy National Security Advisor for Cyber and Emerging Technology at the White House, emphasized that the program is bipartisan and voluntary. She noted that it would empower consumers to trust the safety of their personal data when using smart devices.
After 18 months of deliberations, the program received unanimous approval from the Federal Communications Commission (FCC). A distinctive logo has been designed to signify devices that meet the established security standards.
The concept of the Cyber Trust Mark mirrors the long-standing EnergyStar initiative, which has helped consumers identify energy-efficient products. Now, a similar approach is being applied to cybersecurity. Manufacturers will be able to certify their devices according to standards set by the U.S. National Institute of Standards and Technology (NIST).
In December 2024, the FCC provisionally accredited 11 organizations to act as program administrators. UL Solutions has been tentatively designated as the primary operator, with major retailers like Best Buy and Amazon joining the initiative.
Best Buy’s leadership has already expressed support for the program, calling it a significant step toward bolstering consumer safety. The initiative will provide customers with additional information about device security, enabling more informed purchasing decisions.
In its initial phase, the Cyber Trust Mark will apply to consumer electronics such as smart cameras, televisions, fitness trackers, household appliances, and baby monitors. The next stage will extend certification to corporate devices, including small business routers and smart meters.
The U.S. government plans not only to recommend certified devices to citizens but also to mandate their use for federal procurements. Starting in 2027, government agencies will be permitted to purchase only devices bearing the Cyber Trust Mark.
The program is set to launch in 2025, allowing manufacturers to apply for certification and enabling consumers to select devices carrying this new mark of trust.
