What happens if I am not PCI DSS compliant?

Compromised data negatively affects consumers, merchants and financial institutions. Just one incident can severely damage your reputation and your ability to conduct business effectively, far into the future. Account data breaches can lead to catastrophic loss of sales, relationships and standing in your community, and depressed share price if yours is a public company. Possible negative consequences may also include lawsuits, insurance claims, payment card issuer fines and government fines.