U.S. to Roll Out ‘Cyber Trust Mark’ Label on Secure Devices in 2025

In an era where smart devices are becoming integral to daily life, from smart thermostats to connected baby monitors, ensuring their security has never been more critical. The U.S. government has taken a significant step to address this concern with the launch of the U.S. Cyber Trust Mark, a voluntary cybersecurity labeling program designed to help consumers identify secure Internet of Things (IoT) devices. Officially launched in January 2025, this initiative aims to set a new standard for device security, empowering Americans to make informed choices about the technology they bring into their homes. With products bearing the Cyber Trust Mark expected to hit retail shelves later this year, here’s everything you need to know about this groundbreaking program.

What is the U.S. Cyber Trust Mark?

The U.S. Cyber Trust Mark is a cybersecurity certification and labeling program spearheaded by the Federal Communications Commission (FCC). First proposed by the Biden-Harris administration in July 2023, the program aims to provide consumers with a simple way to identify IoT devices that meet rigorous cybersecurity standards. These standards, developed by the U.S. National Institute of Standards and Technology (NIST), include requirements for strong default passwords, robust data protection, regular software updates, and effective incident detection capabilities. Devices that meet these criteria will carry a distinctive shield logo and a QR code, which consumers can scan to access detailed security information, such as update policies and secure configuration instructions.

The program is voluntary, meaning manufacturers can choose whether to participate. However, major companies like Amazon, Google, Best Buy, LG Electronics, Logitech, and Samsung have already pledged their support, signaling strong industry backing. The Cyber Trust Mark is often compared to the Energy Star label, which has successfully guided consumers toward energy-efficient appliances for decades. Similarly, the Cyber Trust Mark aims to make cybersecurity accessible and understandable, helping consumers choose devices that are less vulnerable to cyberattacks.

How Does the Certification Process Work?

The certification process for the Cyber Trust Mark is designed to be thorough yet streamlined. Manufacturers can submit their wireless IoT devices—such as smart TVs, fitness trackers, and home security cameras—for evaluation at accredited laboratories, known as CyberLABs, which must meet the international standard ISO/IEC 17025 for testing accuracy and reliability. Once a device passes compliance testing, manufacturers submit an application to one of 11 FCC-approved Cybersecurity Label Administrators (CLAs), with UL Solutions serving as the Lead Administrator. If approved, the device earns the right to display the Cyber Trust Mark logo and QR code on its packaging.

The QR code is a key feature, providing consumers with transparency about a device’s security features. For example, scanning the code might reveal how long a manufacturer commits to providing software updates or how the device handles data encryption. This level of detail empowers consumers to make informed decisions and encourages manufacturers to prioritize security in their product designs. For more information on the certification process, visit the FCC’s official Cyber Trust Mark webpage.

Why the Cyber Trust Mark Matters

The rise of IoT devices has transformed how we live, from controlling home lighting with a smartphone to monitoring health metrics with wearable devices. However, this proliferation has also introduced significant security risks. Many IoT devices lack robust security features, making them easy targets for hackers who can exploit vulnerabilities to access personal data or even control devices remotely. The Cyber Trust Mark addresses these concerns by setting a clear benchmark for security, helping consumers avoid poorly secured devices and rewarding manufacturers who invest in cybersecurity.

The program’s launch comes at a critical time. According to industry experts, the number of IoT devices worldwide is expected to grow exponentially, with billions already in use. In the U.S., consumers are increasingly aware of cybersecurity risks, yet many struggle to evaluate the security of connected devices. The Cyber Trust Mark simplifies this process, offering a recognizablethat signals trust and reliability. Justin Brookman, Director of Technology Policy at Consumer Reports, has praised the program for its potential to deliver “meaningful cybersecurity assurances,” particularly by informing consumers about software update commitments.

Rollout Timeline and Industry Impact

The U.S. Cyber Trust Mark program officially launched in January 2025, following 18 months of development, including public input and the establishment of final rules in March 2024. While no exact date has been set for when labeled products will appear on retail shelves, the White House has indicated that companies can soon submit products for testing, with certified devices expected to be available later in 2025. Retailers like Amazon and Best Buy have committed to highlighting Cyber Trust Mark-certified products, making it easier for consumers to find secure options.

The program is poised to have a significant impact on the IoT industry. By incentivizing manufacturers to meet NIST’s cybersecurity standards, the Cyber Trust Mark could drive competition to produce more secure devices. Manufacturers who already prioritize security will benefit from the label’s visibility, while those with less secure products may face pressure to improve. Additionally, the program includes consumer education efforts to raise awareness about the label’s significance, ensuring that shoppers understand its value when making purchasing decisions.

Challenges and Criticisms

While the Cyber Trust Mark has been widely praised, some experts have raised concerns about its limitations. Roger Grimes, a defense evangelist at KnowBe4, has noted that the voluntary nature of the program may limit its effectiveness. Without mandatory security requirements, some manufacturers might opt out, leaving less secure devices on the market. Grimes suggests that binding security standards could strengthen the program’s impact. Additionally, thedoes not cover all devices; wired devices, personal computers, smartphones, routers, and products regulated by other agencies (like medical devices under the FDA) are excluded, which could create gaps in consumer protection.

Another challenge is ensuring consumer adoption. For the Cyber Trust Mark to succeed, shoppers must recognize and trust the label, much like they do with Energy Star. The FCC’s planned consumer education campaigns will be crucial in building this trust. There’s also the question of whether the label will influence purchasing behavior. While some consumers prioritize security, others may focus on price or features, potentially limiting the program’s market impact.

A Step Toward a Safer Digital Future

The U.S. Cyber Trust Mark represents a pivotal step toward enhancing IoT security in 2025 and beyond. By providing a clear, recognizable standard for secure devices, the program empowers consumers to protect their homes and personal data from cyber threats. It also encourages manufacturers to innovate and prioritize security, fostering a more resilient IoT ecosystem. As the program rolls out, its success will depend on industry participation, consumer awareness, and ongoing efforts to address emerging cybersecurity challenges.

For those eager to stay updated on the Cyber Trust Mark’s progress or learn more about eligibility, the FCC’s dedicated webpage offers valuable resources. As connected devices continue to shape our lives, initiatives like the Cyber Trust Mark are essential for building trust in the digital age. With major retailers and manufacturers on board, 2025 could mark the beginning of a new era for secure smart devices in the U.S.

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