The Swiss Digital Initiative pioneered the Digital Trust Label, a certification scheme for digital services aimed at end-customers and evaluating the trustworthiness of that service, e.g. a mobile banking app. Over the course of several years, the foundational documents and processes for the operations of such a label were created and the Digital Trust Label was brought to the market in January 2022 afterwards being used by over a dozen organizations in Switzerland and Europe. The Digital Trust Label is a voluntary certification based on a standard defined by the Swiss Digital Initiative and involving a third-party auditor. The development of the Digital Trust Label and the consequent entry to the market provided valuable insights for auditing digital trust, developing, and maintaining such a certification scheme and market feedback on the value provided by such a certification. The implementation of the project also showed various difficulties in particular with digital trust as a concept, keeping up with a dynamic regulatory landscape and valuable lessons for the roll-out of similar certifications.