Double it.
Actually, no, take it straight to the maximum permitted under the law.
Then charge the directors for contempt of court - that response is not "we're appealing", it's straight-up contempt.
Note that it's also illegal everywhere within the EU, and as the UK is no longer a member, an EU member state can bring a separate GDPR action and fine them the maximum too...
Biting the hand that feeds IT
