Dries de Roeck
Luca van der Heide
Maya Indira Ganesh
State of Responsible IoT
We asked ourselves: What potential is
there for a trustmark for IoT?
- Referenced in Brazil’s national IoT strategy
- Mozilla support: Fellowship, logistics, media
The Trustable Technology mark
empowers consumers to make
informed decisions &
enables companies to prove their
connected products are trustworthy.
University of Dundee
4 questions that we should be able to answer
for every connected device.
But for connected products, these are very
hard questions to answer.
Source: The Waving Cat (CC BY)
Does it do anything I
Is the organization
Is it made using
Does it do what I expect
it to do?
The trustmark is aspirational and aims to
raise the bar at the top of the pyramid.
This work is driven by values, not
pragmatism. This needs to exist in order to
get to a better IoT, and a better society.
We believe that good ethics are good for
A trustmark to aim higher. -
find out more on medium.com
Those companies who already build
trustworthy products have already done the
“hard” work. For them, documenting their
work is easy and quick.
However, if a company just isn’t there yet,
they need to go back and put in more eﬀort.
Peter Bihr (CC-BY-SA) Hard to earn
Easy to apply
The trustmark evaluates compliance with 5
dimensions that we identiﬁed in our initial
research* as most crucial for consumers
*See A Trustmark for IoT (2017), p. 56
Privacy & Data Practices
How respectful of privacy? Is it designed using best data practices?
Is it obvious to users what the device does and how data might be used?
Is it designed and built using best security practices and safeguards?
How robust? How long a lifecycle to expect?
How open are device and manufacturer? Is open data used or generated?
• Doubles to assess
readiness and to verify
• Our experts review
applications and follow
up for clariﬁcation if
• 3rd party advisory
services like security
• Non-public / between
companies and their
• Once passed, the
trustmark can be used
and the evaluation is
assessment (results of
self-evaluation tool) is
• Open licensing of the
enable 3rd party
Out of scope
Out of scope
Elements of a
How does it
Company ﬁlls in the self-
assessment tool, an online
application form that
consists mostly of yes/no
questions plus explanations.
Should the company ﬁnd it
hard to answer questions,
they have identiﬁed a
If the application passes, the
results are fully published
If contested questions
cannot be resolved, the
trustmark is not issued and
the results will not be
The step by step explainer.
The company itself is the
ﬁnal judge if they fulﬁll or
do not yet fulﬁll the
The stick is in the public
accountability once the
company decides to use
the trustmark and the self-
assessment results are
published in full.
1 2 3
There’s always a human in
Our experts review the
application. If necessary,
they follow up for
This is what a sample extract of the published
documentation would look like.
Privacy & Data Practices
☑ Do you employ Privacy-by-Design best practices?
We strictly follow privacy-by-design practices. We also prioritize privacy
at every step of the process and in all our decision-making: We strictly
minimize the data we collect from users, and never keep non-essential
data. For example, during the device setup users are by default opted
out of every non-essential data collection option, even if this comes at
the expense of personalization options. We further have offer a privacy-
navigator feature that helps users better understand what happens with
their voice and location data should they decide to opt in. Furthermore,
we have a strict policy that makes sure that in case of bankruptcy or an
acquisition, user data is not part of the companies assets that might be
transferred to new ownership but deleted unless users speciﬁcally opt-
in to having their data transferred. This policy is available here:
☑ Can users easily export their data?
A full data export of all user data, including all inferred data and
explanations, is available prominently from the user account page
(product.com/useraccount). The data can be exported in JSON or
XML, or a simple HTML dump. Should new industry standards for this
kind of data emerge and gain traction, we guarantee to make them an
export option as well within two months.
- Test & ﬁnalize assessment (ongoing)
- Gather launch partners (ongoing)
- Launch at ThingsCon Rotterdam
- Model for sustainable structure
How can we help as a community?
Do you work on a connected device that you’d like to certify with
the Trustable Tech mark? Get in touch.