In an era where smart devices are becoming a staple in homes across the United States, ensuring their security has never been more critical. From baby monitors to smart refrigerators, the Internet of Things (IoT) has transformed daily life—but it’s also opened new doors for cyberattacks. Enter the U.S. Cyber Trust Mark, a groundbreaking initiative launched by the White House in 2025 to help consumers identify secure, trustworthy smart devices. Here’s everything you need to know about this voluntary cybersecurity labeling program and what it means for you.
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) with support from the Biden administration. First announced in July 2023, the program officially launched on January 7, 2025, after extensive public input and collaboration with industry stakeholders. Its goal? To empower American consumers to make informed decisions about the IoT devices they bring into their homes by certifying those that meet rigorous cybersecurity standards.
Think of it as the cybersecurity equivalent of the Energy Star label for energy-efficient appliances. Devices that qualify will bear a distinct shield logo, accompanied by a QR code linking to a registry with detailed security information—like how long the product will receive updates and whether those updates are automatic. The program aims to incentivize manufacturers to prioritize security while giving consumers peace of mind.
Why It Matters
Smart devices are everywhere. A 2023 Deloitte study found that the average U.S. household has 21 connected devices, and that number is only growing. But with convenience comes risk. Unsecured IoT devices—like home security cameras or voice-activated assistants—can be exploited by hackers to unlock doors remotely, spy on private conversations, or even build botnets for larger cyberattacks. The U.S. Cyber Trust Mark addresses these concerns by setting a baseline for device security, making it easier for consumers to choose products that are less vulnerable to such threats.
The initiative also reflects a broader push to tackle national security risks. State-backed hackers have been known to target poorly secured IoT devices, turning them into tools for espionage or disruption. By raising the bar for cybersecurity, the program seeks to protect both individual households and the nation as a whole.
How It Works
The U.S. Cyber Trust Mark is voluntary, meaning manufacturers aren’t required to participate—but those who do must meet strict standards set by the National Institute of Standards and Technology (NIST). These standards focus on key security features, such as:
- Strong, unique default passwords (no more “admin123” for every device).
- Robust data protection to safeguard your personal information.
- Automatic software updates to patch vulnerabilities.
- Incident detection capabilities to alert manufacturers and users to potential breaches.
Here’s the process in a nutshell:
- Testing: Manufacturers submit their products to accredited labs (known as CyberLABs) for compliance testing against NIST criteria.
- Certification: If the device passes, the manufacturer applies to one of 11 FCC-approved Cybersecurity Label Administrators (CLAs). UL Solutions, named the Lead Administrator in December 2024, oversees the program and collaborates with stakeholders to refine standards and educate consumers.
- Labeling: Approved products display the U.S. Cyber Trust Mark logo and QR code, which consumers can scan for security details.
Eligible devices include wireless consumer IoT products like smart appliances, fitness trackers, garage door openers, and baby monitors. However, the program doesn’t cover medical devices (regulated by the FDA), motor vehicles (under the NHTSA), or wired devices. Smartphones, PCs, and enterprise-grade equipment are also excluded, though NIST is working on separate standards for consumer routers—a common hacking target.
Who’s Involved?
The U.S. Cyber Trust Mark is a shining example of public-private collaboration. Major players like Amazon, Google, Best Buy, LG Electronics, and Samsung have already pledged support, with retailers planning to highlight certified products in stores and online. The White House has also hinted at an upcoming executive order requiring federal agencies to use only Cyber Trust Mark-certified devices by 2027, signaling strong government backing.
On the administrative side, the FCC provides oversight, while UL Solutions and the 11 CLAs manage day-to-day operations. Accredited labs ensure compliance, and NIST’s expertise underpins the technical standards. Even internationally, the program is gaining traction—the U.S. is working with the European Union and other partners to align the Cyber Trust Mark with global labeling efforts, such as the EU’s Cyber Resilience Act.
What’s in It for Consumers?
For the average American, the U.S. Cyber Trust Mark simplifies a complex problem. Most people don’t have the time or expertise to research a device’s security features before buying it. The label offers a quick, reliable way to spot products that prioritize safety. Want to know if your new smart thermostat will still get updates in three years? Scan the QR code. Worried about hackers accessing your security camera? Look for the shield logo.
Consumer Reports has praised the initiative, noting that it could also push manufacturers to commit to long-term support—something often lacking in the IoT space. As Deputy National Security Adviser Anne Neuberger put it, “Consumers want secure devices. They just don’t know how to ask for it. This label changes that.”
What’s Next?
The program is officially “open for business” in 2025, with certified products expected to hit shelves later this year. Companies can now submit their devices for testing, and retailers like Amazon and Best Buy are gearing up to promote them. Meanwhile, the FCC and its partners are refining details—like the national registry of certified devices—and planning a consumer education campaign to spread awareness.
Looking ahead, the Cyber Trust Mark could expand beyond consumer devices. Phase two might focus on small office/home office (SOHO) routers, which are prime targets for botnet attacks. And while the program is voluntary now, some experts speculate it could become mandatory in the future, especially if it proves effective at driving industry change.
Final Thoughts
The U.S. Cyber Trust Mark is a bold step toward a safer, smarter future. It’s not a silver bullet—no device is unhackable—but it’s a practical tool to close security gaps and rebuild trust in the IoT ecosystem. For consumers, it’s a chance to shop with confidence. For manufacturers, it’s an opportunity to stand out in a crowded market. And for the nation, it’s a move to stay ahead in an increasingly connected world.
So, next time you’re eyeing that sleek new smart gadget, keep an eye out for the Cyber Trust Mark. It might just be the difference between a secure home and a hacker’s playground. How will this label change how you shop for tech?
