Look for the label: White House rolls out 'Cyber Trust Mark' for smart devices

The White House and FCC launched a voluntary US Cyber Trust Mark program for consumer IoT devices, allowing manufacturers to certify against NIST-defined security and lifecycle criteria and display a label with a QR code linking to security and update information. Led by UL Solutions among 11 administrators and supported by retailers like Amazon and Best Buy, the initiative targets home IoT (cameras, voice assistants, appliances, fitness trackers, garage door openers, baby monitors) while excluding regulated medical, wired, automotive, industrial, and enterprise products, aiming to incentivize stronger security and transparency for consumers.