New Cyber Trust Mark for Smart Devices

By Raphael Satter

WASHINGTON (Reuters) – The White House on Tuesday unveiled a new label for smart thermostats, baby monitors, app-controlled lights, and other internet-connected devices. This label will help consumers evaluate the cybersecurity of these increasingly popular products.

The Cyber Trust Mark—a stylized shield logo with microchip-style detailing—provides a quick and easy way for American consumers to assess a smart product’s security, similar to U.S. Department of Agriculture food labels or Energy Star ratings on appliances.

To qualify for this label, companies must meet established cybersecurity criteria from the U.S. National Institute of Standards and Technology and undergo compliance testing by accredited labs.

As everyday devices like garage doors, fitness trackers, and security cameras become internet-connected, they bring added convenience but also new risks. U.S. Deputy National Security Advisor for Cyber Anne Neuberger warned, “Each one of these devices presents a digital door that motivated cyber attackers are eager to enter.”

The Cyber Trust Mark is voluntary, but Neuberger encourages consumers to seek out this label to avoid connecting devices that may threaten their privacy. The government plans to start with consumer devices such as cameras, eventually expanding to home and office routers and smart meters. Products with this label are expected to hit store shelves later this year.

Additionally, an executive order is being planned for the final days of President Joe Biden’s administration, restricting U.S. government purchases to only Cyber Trust Mark products starting in 2027. This initiative has bipartisan support, Neuberger stated.