Re: Too little, too late, and in too many words
* Rules should NOT exempt political, religious or other kinds of advertising. (fat chance of that!)
* Rules should include a right of private action (small claims court) with mandatory statutory damages (this means that offenders can't argue that £500 is unjustified).
* Rules should make the advertiser and the company they're advertising for, joint and severally liable (this makes it a lot harder to hide - follow the money, etc)
* Rules should include criminal penalties for failure to consult the Do Not Call lists (plus mandatory triple damages, in the case of private action)
* Rules MUST NOT stop enforcement action if the principals are determined to be outside the UK.
The FCC has quite happily gone after TCPA violaters based in the UK and German authorities have been kicking down doors all over the EU when it comes to illegal marketing. UK regulators are seen as a soft touch.
Seriously, the ICO and Ofcom are for too timid, slow and bloated.
Allowing a right of private action is the item which will slow this kind of provacy breach right down. Businesses which have been hoodwinked by marketing companies will have to swallow a very bitter pill and then recover it via private legal action, etc.
Once you get it to the point where anyone reputable won't touch things with a bargepole then you're left with the terminally niave (who will get educated quickly when money becomes involved) and the criminals. They can only shut down and restart a few entities before it becomes apparent what they're doing and criminal activity allows "piercing the corporate veil" - going after the people behind the company, not the company itself.