Here we look at the new UK cybersecurity law that will ban device manufacturers from having weak, easily guessable default passwords, thereby providing extra protection against hacking and cyber-attacks.
The Problem
With 99 per cent of UK adults owning at least one smart device and UK households owning an average of nine connected devices, but with a home’s smart devices potentially being exposed to more than 12,000 hacking attacks in a single week (Which?), the UK government has decided that protective, proactive action is needed. It’s long been known that easy-to-guess default passwords (like ‘admin’ or ‘12345) in new devices and IoT devices have provided access for cybercriminals. An example (from the US) is the 2016 Mirai attack which led to 300,000 smart products being compromised due to weak security features as well as major internet platforms and services being attacked and much of the US East Coast being left without internet.
The New Laws
The UK government has introduced the new laws as part of the Product Security and Telecommunications Infrastructure (PSTI) regime. This regime is part of a £2.6 billion National Cyber Strategy, which has been designed to improve the UK’s resilience from cyber-attacks and ensure malign interference does not impact the wider UK and global economy.
The key security aspects of these new laws are that:
– Common or easily guessable passwords (e.g. ‘admin’ or ‘12345’) will be banned to prevent vulnerabilities and hacking.
– Device manufacturers will be required to publish contact details so bugs and issues can be reported and dealt with.
– Manufacturers and retailers must be open with consumers on the minimum time they can expect to receive important security updates.
– The government hopes that taking this action will increase consumers’ confidence in the security of the products they buy and use and help the government to deliver on one of its five priorities to grow the economy.
– The UK’s Data and Digital Infrastructure Minister, Julia Lopez, said of these new laws: “Today marks a new era where consumers can have greater confidence that their smart devices, such as phones and broadband routers, are shielded from cyber threats, and the integrity of personal privacy, data and finances better protected.”
The Major Role of Businesses
NCSC Deputy Director for Economy and Society, Sarah Lyons, has highlighted the important role that businesses have to play in protecting the public by “ensuring the smart products they manufacture, import or distribute provide ongoing protection against cyber-attacks”. She has also advised all businesses and consumers that they can read the NCSC’s point of sale leaflet for an explanation of how the new Product Security and Telecommunications Infrastructure (PSTI) regulation affects them and how smart devices can be used securely.
What Does This Mean For Your Business?
The issue of weak default passwords in devices enabling cybercrime is not new and the news that the government is finally doing something about via legislation is likely to be well-received. The new laws will have implications for businesses, consumers, and the overall UK economy.
For example, for device makers (and importers), the requirement to eliminate default password vulnerabilities and to provide clear avenues for reporting security issues places a significant onus on manufacturers to enhance their security protocols. This may not only involve revising the initial security features but also maintaining transparency about the duration of support for security updates. Such changes could, however, require these businesses to invest in better security frameworks, thereby potentially increasing operational costs. That said, it should also improve the marketability and trustworthiness of their products.
UK businesses stand to gain considerably from these heightened security measures. By bolstering the security standards of connected devices, the new laws may ensure that businesses that rely heavily on such technology, from retail to critical infrastructure, are less susceptible to the disruptions and financial losses associated with cyber-attacks. This enhanced security environment should help maintain business continuity and safeguard sensitive data, thereby helping to foster a more resilient economic landscape.
The new laws may also mean that consumers, who are increasingly concerned about their digital privacy and the security of their data, may be able to make more informed choices about and experience greater confidence in the products they choose to integrate into their daily lives. With manufacturers required to adhere to stricter security measures and provide ongoing updates, consumers can expect a new level of protection for their connected devices, which translates into safer personal and financial data.
Economically, by setting a new cybersecurity standard, the UK appears to be positioning itself as a leader in the safe expansion of digital infrastructure. This leadership could boost innovation in cybersecurity measures, potentially leading to growth in the tech sector and creating new opportunities for employment and development. Also, by fostering a safer digital environment, the UK may attract more digital businesses and investments, further stimulating economic growth.
Previously available on desktop, mobile and Fire TV, Amazon has now extended the reach of its “Amazon Live” FAST free ad-supported, interactive TV “shoppable” channel by launching it on Prime Video and Freevee, for US customers.
What Is Freevee?
For those who aren’t familiar with Freevee, it’s an Amazon-owned, ad-supported, premium, free streaming service that offers a 24/7 variety of TV shows, movies, and original content. It was previously known as IMDb TV. Freevee can be watched via an app on Amazon devices like Fire TV and Echo Show, smart TVs from brands like LG and Samsung, streaming media players including Roku and Apple TV. It can also be watched on gaming consoles (Xbox and PlayStation), mobile devices with Android and iOS apps, and directly through web browsers on PCs and laptops.
Amazon Live
Amazon Live was originally launched on February 7, 2019. It’s a live streaming service where influencers and brands can promote and demonstrate products available on Amazon in real-time, similar to a digital shopping channel. The platform allows viewers to interact with hosts through a live chat feature and directly purchase products featured in the streams.
How Popular Is It?
Amazon says that in 2023, more than 1 billion customers in the US and India watched Amazon Live streams across desktop, mobile, and Fire TV.
Easy To Buy
Amazon also says that one of Amazon Live’s most unique benefits is how customers can “easily add items to their shopping cart and complete their purchases in just a few clicks without ever leaving what they’re watching”.
Now On Prime And Freevee
Wayne Purboo, vice president of Amazon Shopping Videos, announced the launch of Prime and Freevee saying “We are excited to bring customers more ways to shop with their favorite Amazon Live creators and brands on our premium streaming services”. Mr Purboo described the reason for (and the benefit of) extending the reach of Amazon Live Fast saying: “With the new ‘Amazon Live’ FAST Channel on Prime Video and Freevee, we’re making shoppable entertainment more accessible, interactive, and engaging than ever before.”
How It Works
With Amazon Live FAST, while watching the FAST Channel, customers can open the Amazon Shopping app on their phone, and type “shop the show” into the search bar. This enables them to be instantly directed to a shopping carousel highlighting the featured products they see on TV in real-time.
Why?
Amazon says that with 75 per cent of adults in the US looking at a mobile device while watching TV, the “shop the show” technology means customers are given a seamless, interactive, and convenient “shopping experience”. In other words, it’s incredibly easy to buy on impluse!
Creator and Brands
Amazon Live FAST on Prime Video and Freevee will feature customers’ most-watched and most-loved content and will also provide an opportunity for creators and brands. Amazon says its creators “bring their unique style, expertise, gossip, and authenticity to each stream, making the experience even more engaging and entertaining.”
The experience that Amazon is trying to create for customers can be summed up by Paige DeSorbo, described as a TV personality, fashion tastemaker (and co-host of Giggly Squad) who says: “Watching Amazon Live is like shopping with a friend who is also a personal stylist.”
What Does This Mean For Your Business?
Amazon’s launch of Amazon Live FAST on its two premium channels, Prime Video and Freevee, is a move designed to extend a successful format of live streaming and ad-supported content. This move should help Amazon to capture an even larger portion of the digital advertising market while boosting user engagement across its platforms.
For content creators, this could open up new opportunities for real-time audience engagement, which could significantly enhance interaction and visibility. Also, the direct integration of streaming with purchasing options, making it incredibly easy for customers to buy on impulse, offers a lucrative new channel for monetisation through advertising revenue shares and increased sales conversions. Creators can also benefit from Amazon’s vast customer base, potentially expanding their reach well beyond traditional or social media channels.
For competitors, Amazon’s entry into the FAST channel market is a heightening of competition, challenging established players in live streaming and ad-supported content like YouTube, Twitch (an American interactive video live-streaming service), and other streaming services. These competitors may now face increased pressure to innovate and improve their offerings in terms of content quality, user experience, and pricing models to retain and grow their user bases. Also, Amazon’s extensive data capabilities and its seamless integration with its retail and advertising businesses mean it’s now an immensely powerful contender for attracting ad spends.
This could result in the shifting of advertising money away from traditional TV and other digital platforms, compelling content creators and competitors alike to adapt to these rapidly changing market dynamics. Amazon’s strategy not only aims to diversify and enrich its content offerings but also to further integrate its ecosystem, making it a comprehensive hub for entertainment, shopping, and social interaction (no need to go anywhere else), which could reshape the landscape of digital streaming and advertising.
