The Biden administration unveils its new consumer brand of smart home devices

That new smart device you’ve been eyeing for your home may soon come with a tag that includes information about whether it meets US cybersecurity standards.

On Tuesday, the White House unveiled the “US Cyber ​​Trust Mark,” which aims to make it easier for consumers to determine if a smart home product and its connections meet certain needs. Cyber ​​security standards Developed by the National Institute of Standards and Technology.

New consumer labeling efforts are being compared to an “Energy Star” label that describes a product’s energy efficiency. Energy Star program has it was in place Since 1992, with thousands of facilities, state and local governments, and other organizations participating, and the program’s website claims that more than 90% of American households recognize the label.

The White House hopes the new shield-shaped label will gain similar traction with American consumers amid growing concern about security vulnerabilities among “Internet of Things” (IoT) devices. Officials worry that hackers or nation-states might seek to exploit vulnerabilities in smart home devices to steal personal data or wreak havoc on computer systems. The overall purpose of the software is to inform consumers about the security of smart devices, such as baby monitors, smart door locks, smart TVs, and thermostats. The voluntary program offers an incentive for IoT companies to beef up security for their devices, but experts warn that the label alone is not enough.

“You can’t tag a smart device and think you’ve solved a cybersecurity problem [issues]“You’ll never have a device that’s completely secure,” said Justin Sherman, a non-resident fellow with the Atlantic Council’s Cyber ​​Statecraft Initiative. And these technologies are always changing, [so] Even the label – you’ll have to update the label.”

Sherman added that the labeling program could create an incentive for more companies to join. The cybersecurity labeling effort is voluntary, and so far, major tech giants such as Google, Amazon, LG Electronics USA, Samsung, Logitech, and electronic retailer Best Buy participate in the program. The White House says 20 companies have joined the effort, spurred by executive actions from the Biden administration in 2021.

The e-trust label program will go through a formal FCC rulemaking process, and the White House expects to begin rolling out labels in late 2024.

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