American and European lawmakers and regulators are ratcheting up pressure on Facebook to take action to better safeguard user data. The company changed its policies two years ago to prevent outsiders like Cambridge Analytica from easily gathering data on millions of Facebook users. But Facebook could take action in other areas—although there would be a cost.

But if Facebook does nothing, Congress may impose regulations on how the company uses data, crimping its ads business as it tried to comply. Here are some possible options for Facebook—and why even these moves will be difficult.