Consumers shopping for new smart home devices will soon be able to look for the official stamp of trust from the US government: the US Cyber Trust Mark.

Similar to how an Energy Star label on home appliances denotes a certain level of energy efficiency, the Cyber Trust Mark is meant to be a way for consumers to quickly understand that a connected device meets certain standards to secure it from cybersecurity threats. The standards cover things like whether a device issues software updates, how it securely moves data to the cloud, and how other devices are able to gain access to the product.

Companies can voluntarily apply to use the logo by having their products tested by an accredited lab recognized by the Federal Communications Commission, showing that they meet the standards for the label. The label could be applied to Internet of Things (IoT) devices, including smart appliances, home security cameras, fitness trackers, and baby monitors.

Now that the label is launched, companies are able to submit their products to be tested. Anne Neuberger, deputy national security adviser for cyber and emerging technologies, predicts that products with the Cyber Trust Mark will be on shelves by the end of the year.

“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.”

“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.”

Consumers shopping for new smart home devices will soon be able to look for the official stamp of trust from the US government: the US Cyber Trust Mark.

Similar to how an Energy Star label on home appliances denotes a certain level of energy efficiency, the Cyber Trust Mark is meant to be a way for consumers to quickly understand that a connected device meets certain standards to secure it from cybersecurity threats. The standards cover things like whether a device issues software updates, how it securely moves data to the cloud, and how other devices are able to gain access to the product.

Companies can voluntarily apply to use the logo by having their products tested by an accredited lab recognized by the Federal Communications Commission, showing that they meet the standards for the label. The label could be applied to Internet of Things (IoT) devices, including smart appliances, home security cameras, fitness trackers, and baby monitors.

Now that the label is launched, companies are able to submit their products to be tested. Anne Neuberger, deputy national security adviser for cyber and emerging technologies, predicts that products with the Cyber Trust Mark will be on shelves by the end of the year.

“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.”

“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.”