> "The fine is really a last resort," she told Computing. "Even to get to the fine we have to go through a lengthy investigation that might take several months, then we have to take it though the courts. So fines are not our go-to tool."
However. I think with egregious cases like selling data. I am happy that the ICO fined a company for doing that. [1].
[0]: https://www.computing.co.uk/ctg/news/3027593/ico-theres-so-m...
[1]: https://www.theregister.co.uk/2018/08/09/ico_fines_data_brok...
Whether this actually works, only time can tell. But the fact that similar previous legislations went unenforced was a specific concern that the designers of the GDPR intended to address.
I get that everyone is super excited about GDPR, but sorry to say most websites can safely ignore it.
Only sites with a presence in the EU are paying attention. The LA Times is a counter-example of a site that hasn't bothered with GDPR because they didn't feel EU users were worthwhile keeping.
However, collecting data on the 0.5 billion people in the EU evidently seemed worthwhile for most sites.
And similar arguments could be made for why American companies would play nice to the EU.
If your company was unable to comply with GDPR, many wouldn't want business with your company anyway, especially other companies who are trying to comply with it.
Except for military force and incarcerations per capita, the US is lagging behind in almost every statistic compared to China or the EU.