“We know Americans are afraid,” Neuberger said on a press briefing call. “Consumers don’t have the confidence that they can connect a device at home and know that their private pictures and communications will be secure. So this program takes on that problem in a bipartisan and voluntary way.”
In addition to giving consumers a sense of security, the government hopes the labels will incentivize companies to raise the bar. The White House included statements from Amazon and Best Buy executives in its announcement of the launch. Amazon vice president Steve Downer says that “consumers will value seeing the U.S. Cyber Trust Mark both on product packaging and while shopping online,” and Best Buy head of enterprise privacy and data protection Michael Dolan says it’s “a positive step forward for consumers.”
The launch is a long time coming after initially being announced in 2023. FCC commissioners unanimously voted to approve the labeling program in March, opening a public comment period. Recently, the FCC conditionally approved 11 companies to be Cybersecurity Label Administrators, which will help review applications for the label. Neuberger and FCC Chair Jessica Rosenworcel are slated to discuss the program at the Consumer Electronics Show on Thursday.
“Americans buying home alarm systems and baby monitors need to know hackers can’t disable the alarm system remotely or hack in to watch their babies asleep,” Neuberger says. “Companies need to have an incentive to bake security into products, and the US government wants to give American consumers that confidence, and we welcome this voluntary mechanism to assure consumers and companies that products are cyber safe.”
Published: 2025-01-07T12:30:00