What is the consequence of not adhering to PCI DSS standards?

The consequence of not adhering to PCI DSS standards is primarily the potential for legal penalties and damage to an organization's reputation. PCI DSS, which stands for Payment Card Industry Data Security Standard, sets strict guidelines for organizations that handle cardholder data to ensure their security and privacy. Failure to comply can lead to significant repercussions, such as fines from card brands, assessments by acquiring banks, and potential legal actions from customers or third parties affected by a data breach.

Moreover, non-compliance can severely tarnish an organization's reputation, as customers increasingly expect companies to protect their data. This erosion of trust can have long-term impacts on customer relationships and future business prospects, as consumers are less likely to engage with companies that have demonstrated an inability to protect sensitive information.

In contrast, options like increased revenue, better marketing opportunities, and enhanced security measures are generally outcomes associated with adherence to PCI DSS standards, rather than consequences of non-compliance.