Introduction
The US government has introduced the Cyber Trust Mark [11], a voluntary cybersecurity labeling program aimed at enhancing consumer trust in internet-connected devices. This initiative [2] [3] [4] [5] [7] [8] [9] [10] [11], launched by the Biden administration in June 2023 [4], seeks to help consumers identify devices that meet specific cybersecurity standards [11], thereby addressing the growing risks associated with smart devices.
Description
The US government has officially launched the Cyber Trust Mark, a voluntary cybersecurity labeling program designed to enhance trust in internet-connected devices used in homes and businesses. Announced by the White House and developed in collaboration with the Federal Communications Commission (FCC) and the National Institute of Standards and Technology (NIST), this initiative was introduced by the Biden administration in June 2023. It aims to help consumers identify devices that meet specific government-vetted cybersecurity standards [11], addressing the growing risks associated with smart devices, such as smart TVs [7], home security systems [6] [9], and smart speakers [1] [4] [9].
The program has garnered extensive public input and bipartisan support from FCC Commissioners. Products that qualify for the Cyber Trust Mark will display a distinct shield logo, which may vary in color based on device design [5], alongside a QR code that indicates compliance with stringent cybersecurity criteria established by NIST. To earn the mark [11], manufacturers must submit their products for compliance testing at one of the eleven accredited laboratories designated as Cybersecurity Label Administrators by NIST, with UL Solutions appointed as the lead administrator and ten additional firms, including Intertek Testing Services NA and ioXt Alliance [9], serving as deputy administrators [5]. The program is currently active [11], allowing companies to begin submitting products for testing [3] [6].
The QR code on approved devices will provide consumers with vital information about cybersecurity features, including guidance on changing default passwords [11], securely configuring devices [11], the duration of manufacturer support [11], and whether software updates are automatic or manual [11]. This initiative aims to address consumer concerns about the security of connected devices [1], which have increasingly been targeted by cyber-attacks, often due to weak default passwords and insufficient ongoing security updates. A Deloitte study indicates that the average US household utilizes 21 connected devices [7], each representing a potential entry point for cyberattackers [7].
The Cyber Trust Mark is intended to encourage manufacturers to adopt better secure-by-design practices [11], similar to the Energy Star program for energy efficiency [3] [5] [10]. Compliance will require adherence to NIST-developed standards, which encompass strong default passwords [9], regular patching [9], secure data transmission [10], software updates [4] [7] [10] [11], and incident detection capabilities [4]. Major retailers [1] [3] [5] [10], including Amazon and Best Buy [1] [5] [10], are collaborating with the government to educate consumers about the program and promote the Cyber Trust Mark in their product listings [1], believing it will enhance consumer confidence in the security of their devices [2] [10]. Notable companies such as Google, LG Electronics [8], Logitech [8], and Samsung have also expressed support for the initiative.
The first products bearing the Cyber Trust Mark are expected to be available later this year [8], with full program implementation anticipated in 2025. A forthcoming executive order will mandate that the federal government procure devices with the Cyber Trust Mark by 2027 [5], promoting a more secure IoT market [5]. While participation in the program is voluntary, manufacturers may face pressure to comply if they wish to secure US government contracts [8].
Despite the program being viewed as a positive step towards enhancing consumer protection [8], some cybersecurity experts have raised concerns about its effectiveness [8]. Critics argue that the program sets a low bar for cybersecurity [8], as it requires manufacturers to follow NIST.IR.8425 [8], which may not remain relevant over time [8]. Experts emphasize the need to address common vulnerabilities, such as hardcoded credentials and misconfigurations [8], which can lead to significant security breaches [8]. Regular penetration testing and firmware reviews are essential to mitigate these risks before products are released to the market [8]. Additionally, NIST is working on recommendations for high-risk consumer-grade routers [4], which are frequently targeted by hackers [2] [4], and plans for a second phase of the initiative to improve the security of small office and home office routers [4], which have become prime targets for botnet attacks [4]. Discussions about the mark will also take place at CES 2025 [5], where officials will encourage companies to submit their products for evaluation under the labeling scheme [5].
Conclusion
The Cyber Trust Mark initiative represents a significant step towards improving the security of internet-connected devices, fostering consumer confidence [2] [9] [10], and encouraging manufacturers to adopt secure-by-design practices [6]. While the program has received support from major retailers and tech companies, its long-term effectiveness will depend on the continuous updating of standards and addressing common vulnerabilities. The initiative’s future phases and government procurement mandates are expected to further enhance the security landscape of the IoT market.
References
[1] https://www.cnet.com/tech/services-and-software/white-house-officially-launches-u-s-cyber-trustmark-program/
[2] https://www.nbcnews.com/tech/security/us-roll-cyber-trust-mark-label-secure-devices-rcna186642
[3] https://www.whitehouse.gov/briefing-room/statements-releases/2025/01/07/white-house-launches-u-s-cyber-trust-mark-providing-american-consumers-an-easy-label-to-see-if-connected-devices-are-cybersecure/
[4] https://techcrunch.com/2025/01/07/us-government-set-to-launch-its-cyber-trust-mark-cybersecurity-labeling-program-for-internet-connected-devices-in-2025/
[5] https://www.nextgov.com/cybersecurity/2025/01/white-house-unveils-cyber-trust-mark-program-consumer-devices/401991/
[6] https://www.infosecurity-magazine.com/news/us-cyber-trust-mark-iot/
[7] https://www.cybersecuritydive.com/news/white-house-security-iot-devices/736796/
[8] https://siliconangle.com/2025/01/08/white-house-introduces-us-cyber-trust-mark-help-consumers-identify-secure-iot-devices/
[9] https://www.techradar.com/pro/security/white-house-unveils-us-cyber-trust-mark-to-help-determine-if-your-devices-are-secure
[10] https://www.theverge.com/2025/1/7/24338168/us-cyber-trust-mark-smart-home-security
[11] https://www.techrepublic.com/article/us-cyber-trust-mark-iot-security/
