Published: May 1, 2025
Our new bulletin Cyber Threat Watch has been created to help small businesses stay up to date on the latest threats, news, and events affecting their business. The content has been curated to make cybersecurity easy and accessible for both technical and nontechnical readers.
Featured Cyber Threat — Hidden Dangers of White-Labeled Devices and the Regulatory Initiative
Cybersecurity risks tied to foreign-manufactured technology continue to be a growing concern, particularly with white-labeled devices—products made by one company but rebranded and sold under another name. These devices, often sourced from low-cost foreign manufacturers, may bypass security regulations and expose hidden vulnerabilities in networks and critical infrastructure.
Following recent warnings, the U.S. government has responded by launching the U.S. Cyber Trust Mark, a new cybersecurity labeling program to help consumers identify safer devices. Therefore, understanding these new developments can help you make decisions about your technology choices.
What Are White-Labeled Devices?
White-labeled devices are electronics produced by one company and sold under a different brand name, often making it difficult to trace the original manufacturer. While not all white-labeled devices pose security risks, some of them come from manufacturers that have been flagged for cybersecurity concerns or even banned from selling products in the U.S. They are commonly found among the following Internet of Things (IoT) products:
- Security Cameras: Some rebranded cameras lack encryption, automatically connect to foreign-controlled servers, or allow unauthorized access, raising concerns about potential espionage and data theft.
- Routers and Modems: Some routers, including those used by Internet service providers, originate from foreign manufacturers with poor security testing and may contain backdoors allowing remote access and data interception.
- Smart Home Devices: Some Internet-connected thermostats, smart locks, and baby monitors lack strong security protections, making them potential entry points into networks.
- Networking Equipment: Some wireless access points and network switches, even when sold under familiar names, may still contain security vulnerabilities, making it easier for cybercriminals to infiltrate networks.
In response to these concerns, the Federal Communications Commission (FCC) has banned certain manufacturers from selling products in the U.S. Because their true origins are hidden, security flaws may go unnoticed and allow hidden backdoors, weak encryption, and outdated software to remain undetected, making it harder to track threats and prevent insecure devices from reaching consumers.
Introduction of the U.S. Cyber Trust Mark: A Step Toward Safer Devices
To improve security awareness, the U.S. government introduced the U.S. Cyber Trust Mark, a voluntary certification program for IoT devices. The devices that meet cybersecurity standards set by the National Institute of Standards and Technology (NIST) can display the Cyber Trust Mark label, similar to Energy Star ratings for energy efficiency. The QR code on its label provides real-time security details such as encryption standards, software update policies, and known vulnerabilities. Retailers like Amazon and Best Buy support this initiative to highlight certified products.
While this program is a positive step, it is voluntary, so not all products will carry the label. Moreover, it doesn’t specifically regulate white-labeled devices, so they may still enter the market without proper security checks.
How Small Businesses Can Protect Themselves
White-labeled devices are difficult to track, so small businesses should take the following proactive steps to reduce the risk of unknowingly using insecure devices.
- Verify the Manufacturer: Before purchasing, research which company actually manufactures the product and check for known security concerns. Be cautious of devices with unclear branding or limited manufacturer information.
- Look for Security Certifications: While not all products will carry the Cyber Trust Mark, check for security labels and certifications to identify safer options.
- Monitor Network Activity: Use firewalls and security monitoring tools to detect unusual communication patterns, such as sending data to unknown locations.
- Keep Software and Firmware Updated: Regularly install security patches and firmware updates to fix known vulnerabilities. Many attacks exploit outdated software that no longer receives updates.
- Restrict Remote Access: Disable unnecessary remote management features to prevent unauthorized access. Cybercriminals often target devices with default remote access settings left enabled.
Conclusion
White-labeled devices pose cybersecurity risks because they hide their true origins, making it harder to enforce security regulations. The U.S. Cyber Trust Mark helps consumers identify safer products, but it doesn’t fully prevent white-labeled devices from re‑entering the market under different branding. For small businesses, awareness is key—by choosing secure products and following cybersecurity best practices, they can better protect themselves from hidden security threats.
The NCSS encourages businesses to adopt comprehensive security practices and stay informed about evolving technology threats. We recommend you consider becoming an NCSS member to access a wide range of our services. For more information, visit our Small Business page.
About the NCSS
The National Cybersecurity Society (NCSS) is committed to improving the online safety and security of the small business community through education, awareness, and advocacy. As a 501(3)(c) organization, the NCSS uses funds from charitable donations and grants to develop educational materials, webinars, weekly cyber tips, videos, and how-to-guides. The organization’s goal is to enable and empower small and medium businesses to obtain cybersecurity services, assist them in understanding their cyber risk, and advise on the type of protection needed. We want to continue to grow our community and encourage you to tell other small businesses we are here to help.
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