The White House announced Tuesday the launch of a cybersecurity label for internet-connected devices today, known as the U.S. Cyber Trust Mark, completing public notice and input over the last 18 months.
During that time, it is reported that Federal Communications Commission (FCC) officials 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.
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In December 2024, the FCC reportedly announced the conditional approval of 11 companies as Cybersecurity Label Administrators and the conditional selection of UL Solutions, a safety science company, as the Lead Administrator.
In response to the program’s launch, top companies are stepping up to show their support and help teach American consumers about the new Cyber Trust Mark label.
Best Buy’s Senior Director, Head of Enterprise Privacy & Data Protection Michael Dolan said, “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.”
Amazon’s Vice President Steve Downer showed the e-commerce giant’s support by saying, “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.”
In essence, the U.S. Cyber Trust Mark is a new label designed to help American consumers easily identify products that meet high cybersecurity standards. It aims to provide assurance that the product is secure and trustworthy, helping people make informed choices when buying tech products. Leading companies are supporting this initiative and working to educate the public about it.
Justin Brookman, the director of technology policy at Consumer Reports said “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.”
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According to the White House briefing, the U.S. Cyber Trust Mark embodies public-private collaboration and aims to connect 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 will reportedly be open for business in 2025.