So generally what has been happening is there's a fine that's meager by Google's standards, but also a demand for a change in behavior. If compliance isn't met,

So generally what has been happening is there's a fine that's meager by Google's standards, but also a demand for a change in behavior. If compliance isn't met, the government will start fining them daily. I believe the announcement France made yesterday came with a large single fine, a window for compliance, and then a daily fine of nearly a million Euros per day if they don't comply in time. The goal is to incentivize change, not extract financial benefit for the country. So your first penalty isn't huge in itself, but it's designed to make it clear that noncompliance in the long run will be less profitable.