In the rapidly digitizing landscape of modern America, our homes, businesses, and national infrastructure are increasingly reliant on interconnected devices—collectively known as the Internet of Things (IoT). These devices promise convenience and efficiency, but they also pose an unprecedented cybersecurity challenge. From smart thermostats to baby monitors, each device can become a potential gateway for cyberattacks. The Biden Administration’s development of the U.S. Cyber Trust Mark (CTM) attempted to meet this challenge. While we take issue with many elements of that administration’s broader regulatory agenda, the CTM represents a rare case of smart, market-aligned governance.
The CTM is a voluntary labeling program for consumer IoT products that allows manufacturers to demonstrate they meet certain cybersecurity standards. But its true innovation lies not in the sticker slapped on a product box—but in the market incentives it unleashes. Unlike heavy-handed federal mandates, the CTM respects consumer choice, empowers corporate accountability, and opens the door to a new kind of risk-based procurement that strengthens our national cybersecurity from the ground up.