The FTC has slapped Google with a fine as part of a settlement this Friday, The Commission had been investigating YouTube for its violation of kids privacy laws in its YouTube app and found that “Google inadequately protected kids who used its video-streaming service and improperly collected their data in breach of the Children’s Online Privacy Protection Act, or COPPA, which prohibits the tracking and targeting of users younger than 13.”

The exact amount of the fine is unknown, but the Washington Post reports it as in the multi-million dollar range.

Similarly to Facebook’s $5 billion fine last week this FTC fine is sure to incite some heated debate among critics. it has already been critiqued as being analogous to a “parking ticket” which would “barely register” on the firm’s finances.

That said, it’s hard to argue that a multi-million dollar fine of any stripe would incentivise Google to change much, especially when one takes into account its annual earnings which reach comfortably into the billions.