White House launches cybersecurity label program for consumers | CyberScoop<\/title> <meta name=\"description\" content=\"The White House announced the launch of the U.S. Cyber Trust Mark, a cybersecurity labeling initiative aimed at enhancing the security of internet-connected devices. \"> <link rel=\"canonical\" href=\"https:\/\/cyberscoop.com\/us-cyber-trust-mark-launches-white-house-nist\/\"> <meta property=\"og:locale\" content=\"en_US\"> <meta property=\"og:type\" content=\"article\"> <meta property=\"og:title\" content=\"White House launches cybersecurity label program for consumers\"> <meta property=\"og:description\" content=\"The White House announced the launch of the U.S. Cyber Trust Mark, a cybersecurity labeling initiative aimed at enhancing the security of internet-connected devices. \"> <meta property=\"og:url\" content=\"https:\/\/cyberscoop.com\/us-cyber-trust-mark-launches-white-house-nist\/\"> <meta property=\"og:site_name\" content=\"CyberScoop\"> <meta property=\"article:published_time\" content=\"2025-01-07T17:38:54+00:00\"> <meta property=\"article:modified_time\" content=\"2025-01-07T17:38:56+00:00\"> <meta property=\"og:image\" content=\"https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg\"> <meta property=\"og:image:width\" content=\"1920\"> <meta property=\"og:image:height\" content=\"1280\"> <meta property=\"og:image:type\" content=\"image\/jpeg\"> <meta name=\"author\" content=\"Greg Otto\"> <meta name=\"twitter:card\" content=\"summary_large_image\"> <meta name=\"twitter:creator\" content=\"@gregotto\">  <link rel=\"dns-prefetch\" href=\"\/\/securepubads.g.doubleclick.net\">\n<link rel=\"dns-prefetch\" href=\"\/\/use.typekit.net\">\n<link rel=\"alternate\" type=\"application\/rss+xml\" title=\"CyberScoop \u00bb Feed\" href=\"https:\/\/cyberscoop.com\/feed\/\">\n<link rel=\"alternate\" type=\"application\/rss+xml\" title=\"CyberScoop \u00bb Comments Feed\" href=\"https:\/\/cyberscoop.com\/comments\/feed\/\"> <link rel=\"stylesheet\" id=\"all-css-2\" href=\"https:\/\/cyberscoop.com\/wp-includes\/css\/dist\/block-library\/style.min.css?m=1732206022g\" type=\"text\/css\" media=\"all\"> <link rel=\"stylesheet\" id=\"all-css-6\" href=\"https:\/\/cyberscoop.com\/wp-content\/mu-plugins\/search\/elasticpress\/dist\/css\/related-posts-block-styles.min.css?m=1736187325g\" type=\"text\/css\" media=\"all\"> <link rel=\"stylesheet\" id=\"all-css-8\" href=\"https:\/\/cyberscoop.com\/wp-content\/themes\/scoopnewsgroup\/dist\/css\/frontend.css?m=1732010462g\" type=\"text\/css\" media=\"all\">\n<link rel=\"stylesheet\" id=\"typekit-css\" href=\"https:\/\/use.typekit.net\/itk2qbh.css?ver=ddc036fa194c40cf406f\" media=\"all\"> <link rel=\"https:\/\/api.w.org\/\" href=\"https:\/\/cyberscoop.com\/wp-json\/\"><link rel=\"alternate\" title=\"JSON\" type=\"application\/json\" href=\"https:\/\/cyberscoop.com\/wp-json\/wp\/v2\/posts\/83055\"><link rel=\"EditURI\" type=\"application\/rsd+xml\" title=\"RSD\" href=\"https:\/\/cyberscoop.com\/xmlrpc.php?rsd\">\n<meta name=\"generator\" content=\"WordPress 6.7.1\">\n<link rel=\"shortlink\" href=\"https:\/\/cyberscoop.com\/?p=83055\">\n<link rel=\"alternate\" title=\"oEmbed (JSON)\" type=\"application\/json+oembed\" href=\"https:\/\/cyberscoop.com\/wp-json\/oembed\/1.0\/embed?url=https%3A%2F%2Fcyberscoop.com%2Fus-cyber-trust-mark-launches-white-house-nist%2F\">\n<link rel=\"alternate\" title=\"oEmbed (XML)\" type=\"text\/xml+oembed\" href=\"https:\/\/cyberscoop.com\/wp-json\/oembed\/1.0\/embed?url=https%3A%2F%2Fcyberscoop.com%2Fus-cyber-trust-mark-launches-white-house-nist%2F&format=xml\">   <link rel=\"icon\" href=\"https:\/\/cyberscoop.com\/wp-content\/uploads\/sites\/3\/2023\/01\/cropped-cs_favicon-2.png?w=32\" sizes=\"32x32\">\n<link rel=\"icon\" href=\"https:\/\/cyberscoop.com\/wp-content\/uploads\/sites\/3\/2023\/01\/cropped-cs_favicon-2.png?w=192\" sizes=\"192x192\">\n<link rel=\"apple-touch-icon\" href=\"https:\/\/cyberscoop.com\/wp-content\/uploads\/sites\/3\/2023\/01\/cropped-cs_favicon-2.png?w=180\">\n<meta name=\"msapplication-TileImage\" content=\"https:\/\/cyberscoop.com\/wp-content\/uploads\/sites\/3\/2023\/01\/cropped-cs_favicon-2.png?w=270\"> <\/head><body class=\"post-template-default single single-post postid-83055 single-format-standard\" id=\"readabilityBody\"> <a href=\"https:\/\/cyberscoop.com\/us-cyber-trust-mark-launches-white-house-nist\/#main\" class=\"skip-to-content-link visually-hidden-focusable\">Skip to main content<\/a> <\/p>\n<div class=\"ad ad--top ad--top-desktop\">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<p> <main id=\"main\" role=\"main\" tabindex=\"-1\"> <\/p>\n<div class=\"ad ad--top ad--top-mobile\">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<section id=\"stickybar\" class=\"stickybar stickybar--event js-stickybar\">\n<div class=\"stickybar__details\" readability=\"5.12\">\n<div class=\"stickybar__info js-sticky-bar-content\" readability=\"32\">\n<p>Nominations can be submitted for the 2025 CyberScoop 50 awards!<\/p>\n<\/div>\n<p> <a class=\"stickybar__link button button-tertiary\" href=\"https:\/\/cyberscoop.com\/cyberscoop50\/\">Click here!<\/a> <\/div>\n<p> <button class=\"stickybar__close js-stickybar-close\" aria-controls=\"stickybar\"> <svg class=\"icon icon--close\" width=\"21\" height=\"22\" viewBox=\"0 0 21 22\" fill=\"none\"><path d=\"m.822.518-.805.805L9.695 11 .017 20.678l.805.805 9.678-9.678 9.677 9.678.806-.805L11.305 11l9.678-9.677-.806-.805-9.677 9.677L.822.518Z\" fill=\"currentColor\" \/><\/svg> <span class=\"visually-hidden\">Close<\/span> <\/button> <\/section>\n<article class=\"single-article content\">\n<div class=\"single-article__container js-single-article-content\">\n<header class=\"single-article__header \">\n<div class=\"single-article__header-content\" readability=\"30.196911196911\">\n<ul class=\"single-article__eyebrow\">\n<li class=\"single-article__category\"> <a class=\"single-article__category-link\" href=\"https:\/\/cyberscoop.com\/us-cyber-trust-mark-launches-white-house-nist\/\"> <span>Cybersecurity<\/span> <\/a> <\/li>\n<\/ul>\n<p>  <br \/>\n<audio id=\"audio-player\" src=\"https:\/\/wp-tts-cdn.api.scpnewsgrp.com\/cyberscoop\/83055\/english.openai.mp3\"><\/audio> <\/p>\n<div readability=\"11\">\n<div>\n<p>Listen to this article<\/p>\n<p>  <\/p>\n<p>0:00<\/p>\n<\/p><\/div>\n<p>  <\/p>\n<p> <span id=\"tts-tooltip\">Learn more.<\/span> <span> This feature uses an automated voice, which may result in occasional errors in pronunciation, tone, or sentiment. <\/span> <\/p>\n<\/div>\n<p>  <\/div>\n<div class=\"single-article__cover-wrap\">\n<figure class=\"single-article__cover\"> <img data-recalc-dims=\"1\" fetchpriority=\"high\" width=\"640\" height=\"426\" src=\"https:\/\/i0.wp.com\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers.jpg?resize=640%2C426&ssl=1\" class=\"single-article__cover-image wp-post-image\" alt decoding=\"async\" fetchpriority=\"high\" srcset=\"https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg 1920w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=300,200 300w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=768,512 768w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=1024,683 1024w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=1536,1024 1536w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=600,400 600w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=252,168 252w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=506,337 506w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=1013,675 1013w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-2.jpg?resize=1265,843 1265w\" sizes=\"(max-width: 1013px) 100vw, 1013px\"><figcaption> Google smart home devices were demonstrated during the Consumer Electronics Show in Las Vegas on Jan. 5, 2023. (Photo by Patrick T. Fallon\/AFP\/Getty Images) <\/figcaption><\/figure>\n<\/p><\/div>\n<\/header>\n<div class=\"single-article__content\">\n<div class=\"single-article__content-inner has-drop-cap\"> <html readability=\"38.710705182668\"><body readability=\"78.30851321853\"><\/p>\n<p>The White House announced Tuesday the official launch of the U.S. Cyber Trust Mark, a cybersecurity labeling initiative aimed at enhancing the security of internet-connected devices. <\/p>\n<p>The initiative tackles rising consumer concerns about the security vulnerabilities of \u201csmart\u201d devices essential to modern homes. As households become more dependent on interconnected gadgets \u2014 <a href=\"https:\/\/nextfutures.substack.com\/p\/how-much-tech-is-too-much-125?utm_campaign=post&utm_medium=web\">with a 2023 Deloitte study revealing<\/a> that the average U.S. household has 21 connected devices \u2014 the threat of cyberattacks becomes increasingly significant. These threats include hackers gaining unauthorized access to home security systems and illicit recordings through unsecured cameras.<\/p>\n<p>The Cyber Trust Mark aims to reassure users by offering clear security evaluations of the products they use every day. <\/p>\n<p>\u201cConsumers don\u2019t have the confidence that they can connect a device at home and know that their private pictures and communications will be secure,\u201d Anne Neuberger, the White House\u2019s deputy national security adviser for cyber and emerging technology, told reporters Tuesday. \u201cSo this program takes on that problem in a bipartisan and voluntary way.\u201d<\/p>\n<div class=\"ad ad--inline_1 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<p>This development comes after an 18-month public notice and comment period, <a href=\"https:\/\/cyberscoop.com\/fcc-cyber-trust-mark\/\">marked by a bipartisan and unanimous decision<\/a> from the Federal Communications Commission (FCC) to authorize the program and establish official guidelines, including a distinct shield logo for certified products.<\/p>\n<p>The U.S. Cyber Trust Mark draws parallels to the EnergyStar label, which successfully incentivized manufacturers and informed consumers about energy-efficient products. Similarly, this cybersecurity label seeks to guide consumer choices, while prompting manufacturers to rigorously test and certify their products against criteria dictated by the U.S. National Institute of Standards and Technology.<\/p>\n<p>In December 2024, the FCC provisionally accredited 11 companies as Cybersecurity Label Administrators, with UL Solutions conditionally named as the lead administrator. Additionally, major electronics, appliance, and consumer product manufacturers and sellers, like Best Buy and Amazon, will also participate in the program. <\/p>\n<p>\u201cWe see great potential in the U.S. Cyber Trust Mark program, said Michael Dolan, a senior director at Best Buy. \u201cIt is a positive step forward for consumers and we are excited about the opportunity to highlight this program for our customers.\u201d <\/p>\n<p>While the program is initially focused on consumer products, Neuberger explained Tuesday that the next phase will involve standards for enterprise devices like small office and home office (SOHO) routers and smart meters. NIST is working on the security standards for these enterprise devices, as they <a href=\"https:\/\/cyberscoop.com\/proxy-services-cybercrime-ngioweb-botnet-nsocks\/\">have been targets of abuse<\/a>. The program will then expand the program to cover enterprise equipment to create a more secure environment for businesses and organizations.<\/p>\n<div class=\"ad ad--inline_1 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<p>Neuberger also said <a href=\"https:\/\/cyberscoop.com\/biden-cybersecurity-executive-order-ai-cloud-security-identity-credential\/\">a forthcoming executive action<\/a> will require the government to purchase only Cyber Trust Mark-labeled devices beginning in 2027. <\/p>\n<p>At its core, the U.S. Cyber Trust Mark reflects a collaborative model between the government and the private sector. It is designed to incentivize companies to align with established security standards while providing consumers with an easy-to-recognize assurance of safety in their digital products. As the program rolls out in 2025, manufacturers will have the opportunity to submit their products for certification, and consumers will be encouraged to seek out products bearing the Trust Mark label.<\/p>\n<p>\u201cThe Cyber Trust Mark program is really a creative example of this public-private partnership, connecting American consumers who want to feel safe when they buy connected devices like smart TVs, fitness trackers, security cameras, smart kitchen appliances and baby monitors with companies who need more incentives to build cybersecurity into their products, and the U.S. government and our goal of giving American consumers an easy way to buy cyber secure products and to feel that their products are safe and secure,\u201d Neuberger said. <\/p>\n<p><\/body> <\/p>\n<footer class=\"single-article__footer\" readability=\"3.9529109589041\">\n<div class=\"author-card\" readability=\"14\">\n<div class=\"author-card__avatar\">\n<figure class=\"author-card__image-wrap\"> <img data-recalc-dims=\"1\" decoding=\"async\" class=\"author-card__image\" src=\"https:\/\/i0.wp.com\/ddi.mohflo.net\/wp-content\/uploads\/2025\/01\/white-house-launches-cybersecurity-label-program-for-consumers-1.jpg?w=640&ssl=1\" alt=\"Greg Otto\"> <\/figure>\n<\/p><\/div>\n<p><h4 class=\"author-card__name\">Written by Greg Otto<\/h4>\n<p> Greg Otto is Editor-in-Chief of CyberScoop, overseeing all editorial content for the website. Greg has led cybersecurity coverage that has won various awards, including accolades from the Society of Professional Journalists and the American Society of Business Publication Editors. Prior to joining Scoop News Group, Greg worked for the Washington Business Journal, U.S. News & World Report and WTOP Radio. He has a degree in broadcast journalism from Temple University. <\/p>\n<\/p><\/div>\n<div class=\"single-article__tags-container\">\n<h4 class=\"single-article__tags-title\">In This Story<\/h4>\n<\/p><\/div>\n<\/footer>\n<p> <\/html><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"single-article__ads js-single-article-sidebar\">\n<div class=\"ad ad--sidebar js-single-article-sidebar-5 ad--rightrail_1 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<div class=\"ad ad--sidebar js-single-article-sidebar-4 ad--rightrail_2 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<div class=\"ad ad--sidebar js-single-article-sidebar-3 ad--rightrail_3 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div><\/div>\n<\/article>\n<div class=\"popular-stories popular-stories--single-post\">\n<div class=\"popular-stories__container\">\n<h2 class=\"popular-stories__title\"> More Scoops <\/h2>\n<p>  <\/div>\n<p>\n<\/div>\n<p> <\/p>\n<section class=\"latest-podcasts\">\n<h2 class=\"latest-podcasts__title\"> Latest Podcasts\t<\/h2>\n<\/section>\n<div class=\"top-categories\">\n<div class=\"top-categories__container\">\n<h3 class=\"top-categories__category-title\">Government<\/h3>\n<\/p><\/div>\n<div class=\"top-categories__container\">\n<h3 class=\"top-categories__category-title\">Technology<\/h3>\n<\/p><\/div>\n<div class=\"top-categories__container\">\n<h3 class=\"top-categories__category-title\">Geopolitics<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<p> <\/main> <\/p>\n<div class=\"ad ad--bottom \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<div id=\"interstitial\" class=\"welcome__container\"> <button id=\"close-modal-1\" class=\"welcome__clickable_area\"><\/button> <\/p>\n<div class=\"welcome__ad_wrapper\">\n<p> <button id=\"close-modal-3\" class=\"welcome__continue-button\">Continue to CyberScoop<\/button> <\/p>\n<\/p><\/div>\n<\/p><\/div>\n<p>   <\/body> <a href=\"https:\/\/cyberscoop.com\/us-cyber-trust-mark-launches-white-house-nist\/\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>White House launches cybersecurity label program for consumers | CyberScoop<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3418,78,3419,927,1691,2184,3420,3421,639],"tags":[3422,86,3423,929,1693,2187,3424,3425,641],"class_list":["post-6825","post","type-post","status-publish","format-standard","hentry","category-best-buy","category-cybersecurity","category-energystar","category-nist","category-smart-homes","category-soho","category-u-s-cyber-trust-mark","category-ul","category-white-house","tag-best-buy","tag-cybersecurity","tag-energystar","tag-nist","tag-smart-homes","tag-soho","tag-u-s-cyber-trust-mark","tag-ul","tag-white-house"],"featured_image_urls":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","chromenews-featured":"","chromenews-large":"","chromenews-medium":""},"author_info":{"display_name":"Cyber Scoop","author_link":"https:\/\/ddi.mohflo.net\/index.php\/author\/cyberscoop\/"},"category_info":"<a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/best-buy\/\" rel=\"category tag\">Best Buy<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/cybersecurity\/\" rel=\"category tag\">Cybersecurity<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/energystar\/\" rel=\"category tag\">EnergyStar<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/nist\/\" rel=\"category tag\">NIST<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/smart-homes\/\" rel=\"category tag\">smart homes<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/soho\/\" rel=\"category tag\">SOHO<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/u-s-cyber-trust-mark\/\" rel=\"category tag\">U.S. Cyber Trust Mark<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/ul\/\" rel=\"category tag\">UL<\/a> <a href=\"https:\/\/ddi.mohflo.net\/index.php\/category\/white-house\/\" rel=\"category tag\">White House<\/a>","tag_info":"White House","comment_count":"0","jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/posts\/6825","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/comments?post=6825"}],"version-history":[{"count":0,"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/posts\/6825\/revisions"}],"wp:attachment":[{"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/media?parent=6825"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/categories?post=6825"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ddi.mohflo.net\/index.php\/wp-json\/wp\/v2\/tags?post=6825"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}

{"id":6825,"date":"2025-01-07T11:38:54","date_gmt":"2025-01-07T17:38:54","guid":{"rendered":"https:\/\/cyberscoop.com\/?p=83055"},"modified":"2025-01-07T11:38:54","modified_gmt":"2025-01-07T17:38:54","slug":"white-house-launches-cybersecurity-label-program-for-consumers","status":"publish","type":"post","link":"https:\/\/ddi.mohflo.net\/index.php\/2025\/01\/07\/white-house-launches-cybersecurity-label-program-for-consumers\/","title":{"rendered":"White House launches cybersecurity label program for consumers"},"content":{"rendered":"