reputational damage is a significant consequence of security breaches, fines are a direct and immediate consequence of non-compliance with PCI DSS standards. Payment card networks can impose substantial fines on retailers that fail to adhere to these standards, making it the most likely consequence faced by the retail chain by customers.
Keyword is “customers”. Customers aren’t going to impose fines on a retailer, other than maybe suing them. The better answer is reputational damage
Customers perception is Reputational damage , other options are enforced by regulators
upvoted 3 times
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