White House introduces Cyber Trust Mark for smart devices
The new cybersecurity label will help consumers evaluate device security.

The White House unveiled a new label, the Cyber Trust Mark, for internet-connected devices like smart thermostats, baby monitors, and app-controlled lights. This new shield logo aims to help consumers evaluate the cybersecurity of these products, similar to how Energy Star labels indicate energy efficiency in appliances. Devices that display the Cyber Trust Mark will have met cybersecurity standards set by the US National Institute of Standards and Technology (NIST).
As more household items, from fitness trackers to smart ovens, become internet-connected, they offer convenience but also present new digital security risks. Anne Neuberger, US Deputy National Security Advisor for Cyber, explained that each connected device could potentially be targeted by cyber attackers. While the label is voluntary, officials hope consumers will prioritise security and demand the Cyber Trust Mark when making purchases.
The initiative will begin with consumer devices like cameras, with plans to expand to routers and smart meters. Products bearing the Cyber Trust Mark are expected to appear on store shelves later this year. Additionally, the Biden administration plans to issue an executive order by the end of the president’s term, requiring the US government to only purchase products with the label starting in 2027. The program has garnered bipartisan support, officials said.