You then also have the case of terms and condition. If a company has breached their terms and condition through poor practices or not fixing vulnerabilities it is subject to users going to court.
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Of course they are many ways company can have consequences.
Depending the location of the service there are laws to respect, GDPR, PDPA, etc.
Take british airways: theverge.com/2019/7/8/20685830/bri...
Or eben look at Marriott: thehackernews.com/2019/07/marriott...
You then also have the case of terms and condition. If a company has breached their terms and condition through poor practices or not fixing vulnerabilities it is subject to users going to court.