Still paltry fines
1) Spam text messaging is easy and cheap
2) Surprisingly, text message marketing can be very effective
3) The fines are insignificant
If I were the people behind this I'd be looking to see what my net return on campaign costs were, including the fine. And I suspect they'll conclude its still cheaper and more effective to use spam texts than any other marketing channel. If the penalties don't escalate and there's no personal sanctions against bosses, why would they stop?
Whilst they might be wary of doing it too directly next time, I'm sure there's dodges using offshore companies to do it on your behalf.