Paying that penalty is for past offences, in addition to being forced to implement all the required changes to stop future violations. Future noncompliance is a

Paying that penalty is for past offences, in addition to being forced to implement all the required changes to stop future violations. Future noncompliance is a new violation and justifies new, additional fines. Intentional continuing noncompliance with these orders could also be treated as gross violation of data privacy which is a crime, the relevant executives can receive jail time for that. Also note that it's 4% of worldwide revenue for the whole group of connected companies, not just 4% of their EU subsidiary revenue.