[Nextgrid]

So even if the fine sticks and doesn't get overturned on appeal, that's 390 million over 4 years of blatantly breaching the GDPR, so on average ~97M/year. This means it's merely a cost of doing business and they should continue.

[M2Ys4U]

They have also been ordered to stop doing what they're doing, and will face additional sanctions if they don't.

When calculating fines under the GDPR the supervisory authorities have to take in to account whether the violation was intentional, previous violations and compliance with previous orders.

In other words, if they don't stop now the fines will get bigger.

[erehweb]

GDPR allows for much stiffer fines, which would surely be imposed if it was wilfully breached as you suggest.