Recent news that Facebook has suspended research firm Cambridge Analytica for improperly collecting users’ personal data without their knowledge may not constitute a classic “data breach,” but it poses real risks for the popular social media platform.

Fox Rothschild Partner Scott Vernick, founder of the firm’s Privacy & Data Security Practice, discussed the implications for Facebook, and the next steps the company should take, in an interview with the TD Ameritrade Network.

“Consumers do select companies and want to do business with companies that have control over their data and that can secure their data,” Scott said. “In turn, If you lose consumer confidence, you lose advertiser confidence, so that is the challenge for Facebook.”

View the full interview here.