A failure to facilitate complaints to be made, acknowledge them within 30 days or handle them appropriately is subject to a fine of GBP 8.7 million or 2% of the total annual worldwide turnover in the preceding financial year, whichever is higher. As a further incentive to companies: Without an individual first exercising their right to complain directly to a company the ICO may refuse to deal with a complaint made to it by the individual.