The White House announced that its new cybersecurity labeling initiative, the U.S. Cyber Trust Mark program, will officially launch in 2025. This voluntary program aims to help consumers make informed decisions about the security of internet-connected devices they purchase.
Similar to the Energy Star label for energy efficiency, the Cyber Trust Mark will appear as a scannable QR code on certified products like smart speakers, security cameras, routers, and baby monitors. Consumers can scan this code to learn key security details, including how long the product will receive updates and whether security patches install automatically.
Major retailers including Amazon and Best Buy have committed to prominently featuring products carrying the new security certification. To earn the mark, devices must meet cybersecurity standards developed by the National Institute of Standards and Technology (NIST), covering areas like strong default passwords, data protection, and security update capabilities.
The White House has designated 11 companies as approved testing administrators, with UL Solutions serving as the lead administrator. Manufacturers can soon begin submitting their products for certification testing, with the first labeled items expected to reach store shelves in 2025.
"Consumers don't have the confidence that they can connect a device at home and know that their private pictures and communications will be secure," said Anne Neuberger, White House Deputy National Security Adviser for Cyber and Emerging Technology.
The program comes as American households increasingly rely on connected devices, with the average home containing 21 such products according to a 2023 Deloitte study. These devices often ship with basic security vulnerabilities that hackers can exploit.
Looking ahead, the administration plans to expand the program to cover small office and home office (SOHO) routers in its second phase. Additionally, a forthcoming executive order will require all U.S. government purchases to carry the Cyber Trust Mark certification by 2027.
The initiative represents a partnership between government and industry to raise cybersecurity standards while giving consumers an easy way to identify secure products. As smart devices become more prevalent in homes and offices, the Cyber Trust Mark aims to build consumer confidence in the security of their connected devices.