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Explore a 15-minute IEEE conference talk that delves into the concept of security update labels as a means to incentivize manufacturers to improve security efforts for Internet of Things (IoT) consumer products. Learn about the proposed mandatory labeling system that informs consumers about manufacturers' commitments to future security updates. Discover the findings of a comprehensive user study involving over 1,400 participants, which assessed the impact of these labels on consumer choices through conjoint analysis. Gain insights into how the availability and provisioning time of security updates significantly influence purchasing decisions, especially for products with high perceived security risks. Understand the potential benefits of this labeling approach, including its intuitive nature for consumers, lack of need for pre-release third-party assessments, and capacity to encourage sustainable security support from manufacturers.