In the past, nothing really happens if the victor breaks the conventions until they fall out of power and are prosecuted for their actions in the past. Think japan and Germany. In a more interconnected world though, sanctions(normally financial penalties) are dished out globally and international committees will put in place actions to curb their advancement and economy. Think Russia.
If the loser does it then in theory they should be punished but at that point they have probably lost greater stakes such as their entire country.
To put things in perspective though, almost all countries have participated in war crimes including the US and China. They go under the radar until they don’t.
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