Can the Cyber ​​​​​​Trust Mark Change Consumer Behavior?

The US government Cyber ​​Trust Score cybersecurity labeling program for internet-connected devices set in effect consumers and the industry.

The programthat consists of products such as smart home appliances and fitness tracker, will provide consumers with more clearly information about the device security.

While the program is supported by major companies, such as Amazon, Google, Best Buy, Samsung and LG Electronicsand allows manufacturers to submit their products for testing and certification by approved companies, its long-term impact on consumer behavior and industry practices is uncertain.

Experts agree that the Cyber​​​​​​Trust Mark can influence consumer choices by offering a reliable security certification, however its immediate impact may be limited because many buyers prioritize price and convenience.

“In the short term, I don’t think it matters because I don’t believe the average consumer thinks twice about the security of connected home devices,” Greg Zakowiczsenior eCommerce expert at Omnisendtold PYMNTS in an interview. “As the program becomes more established and promoted, however, and as more tech-native consumers buy products, I think the certification makes sense.”

As a result, manufacturers and retailers find themselves in a precarious position, Zakowicz said.

“Manufacturers and retailers want to provide products that consumers want at a fair price,” he said. “The challenge is to balance using less expensive, potentially less secure third-party software and using potentially more expensive and secure software while maintaining revenue and not losing market share. Companies like Amazon are located at the center of the Venn DIAGRAM where they both sell products and manufacture them. As consumers start with look for the security seal of approval, they will determine which path they want to take. One challenge I foresee is who can be held accountable in the event of a security vulnerability OFFENDED of a product certified by the Cyber​​​​Trust Mark? Can they be sued, and if so, is it the agency, manufacturer, dealer or other party?

Collaboration Is Key

As the industry grapples with these complexities, it’s clear that cybersecurity solutions require collaboration across multiple sectors, Zakowicz said. While the Connectivity Standards Alliance offers manufacturers a streamlined solution to certify their products, ensuring compliance with various international regulations and standards through an evaluation, the challenge of Integrating cybersecurity standards remains daunting.

“Threats move quickly, often more than the defense,” Zakowicz said. “The cybersecurity industry is not an entity, but a collective of private companies. The integration of cybersecurity and standards is almost impossible. If the government is concerned about securing America’s homeland from cyber threats, and they are, it should take the lead in sharing threats and evolving standards with well-defined public-private partnerships. it can be challenging as they weigh the sharing of information with private companies and the maintenance of classified information critical to national security. it it’s like a pipedream.”

While the Cyber ​​​​​​Trust Mark aims to guide consumer behavior and improve device security, its success depends on how well manufacturers and retailers comply with certification standards, according to Zachary Robichaud, teacher at the School of Retail Management, Ted Rogers School of Management, Toronto Metropolitan University.

“Cyber ​​​​​​​​Trust Mark has the potential to shape consumer behavior by providing a clear and reliable signal to IoT device security, helping consumers make informed choices,” Robichaud told PYMNTS in an interview. “Manufacturers and retailers such as Amazon, Google and Samsung play an important role by -align their product designs and updates with these certification standards. Collaboration between government and industry is essential to address emerging cybersecurity threats, with initiatives such as the Connectivity Standards Alliance and the Cyber ​​​​​​​​​​​Trust Mark creating a unified framework for security. This certification also encourages manufacturers to prioritize vulnerabilities, such as default passwords and outdated security measures, creating greater trust and driving innovation in the IoT market.

While the Cyber ​​​​​​Trust Mark may affect consumer decisions, some believe it won’t happen overnight.

“It will take some time for the Cyber ​​​​​​Trust Mark to enter the consciousness of consumers, and there must be education about what it is and how it works,” Neil Saundersmanaging director of retail at the research firm GlobalDatatold PYMNTS in an interview. “However, it can be useful as far as consumers are concerned many of concerns about things like privacy when buying connected devices. A standard certification will give them some confidence and more information. The challenge is to ensure that the information is presented in a digestible and understandable way, as there are many different areas in areas such as privacy and security. “

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