Re: Fine isn't good enough.
... don't think there is a fine large enough to deter this.
Yes, there is: a really good portion of the involved CEOs money.
To quote myself:
It is quite evident that the only way to get this sort of behaviour to stop is to take draconian measures, of the sort these outfits will not be able to recover from.
Because, yes, they still have the databases and will be selling them on.
The UK's data watchdog should heavily fine the company responsible for this scam as well as the outfit/s on whose behalf they were made ie: the end beneficiaries of said scam.
But not just the company/ies: all the members of the board at the companies involved, from CEO down.
And if they ever get caught in something like that again, barred from sitting on a board for the next 10 or 15 years.
Any other action by the autorities is, as has long ago been demonstrated, utterly useless.