The cyber security of digital products and services and especially Internet-of-Things is lacking. We cannot expect consumers to become cyber security specialists to fix the problem. As a professional cyber security community from industry, research and government it’s up to us to come together to raise the bar in society. I will go into the Dutch national Roadmap on hard- and software security, the policy strategy of the Dutch government containing a broad mix measures ranging from awareness campaigns and public-private partnerships to EU certification and mandatory minimum requirements.