Fined 0.5p per call
At 0.5p per call, the expense of the fine (if ever paid) is a modest part of the cost structure of such a business: even if you only get one lead for every thousand calls, that is only £5 per lead. If we can't prevent operations like this at the outset, then the fine needs to be high enough to make it uneconomic. ICO seem a soft touch!