With the goal of increasing confidence among American consumers that their interconnected devices are safe from cyber attacks, the White House announced on Jan. 7 the launch of the “U.S. Cyber Trust Mark” initiative.
The voluntary cybersecurity labeling program for “smart” products is being administered by the Federal Communications Commission (FCC) and will be applied to a variety of internet-accessible devices, from home security systems to baby monitors. The mark will take the form of a trademarked, distinct shield logo on certified products.
As consumer technology has progressed and smart devices have become more commonplace, the proliferation of interconnected products in the average American home has skyrocketed. Unfortunately, this has coincided with an increase in avenues through which malicious actors can launch cyberattacks. This could take the form of a security system being hacked to unlock doors or spy on occupants through compromised cameras.
In response, the U.S. Cyber Trust Mark initiative was formulated as a bipartisan strategy to increase consumer safety and incentivize manufacturers to build more secure devices. To earn the mark from the FCC and certify their products as “secure,” companies will be required to test their devices against established cybersecurity criteria from the U.S. National Institute of Standards and Technology.
The U.S. Cyber Trust Mark initiative has been met with a largely positive industry response.
“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,” said Michael Dolan, senior director and head of enterprise privacy & data protection with Best Buy.
“Amazon supports the U.S. Cyber Trust Mark’s goal to strengthen consumer trust in connected devices,” Steve Downer, vice president with Amazon, said. “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.”
“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,” Justin Brookman, director of technology policy with Consumer Reports. said. “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.”
The mark is on the market as of the new year and companies will soon be able to submit their products for testing to earn the label.