Eckoh, who made a fortune from the premium-rate calls to Richard and Judy's "You Say We Pay" has been fined a record 150,000 by Icstis for misleading viewers.
The fine is quite small given that the report by the watchdog suggests a criminal fraud, not just a misreading of the rules. The company is reported to still keep profits of 2.3 million pounds - so will get to keep 2.15 million of the money it made from the TV fraud.
2,350,000 people have been defrauded - 7% of the entire adult population of the UK - and Eckoh will have to also repay 1.5 million to them.
In typical British style, the telephone fraudsters (who, in regulator-speak had made "a very serious nature of the breach of our code of practice") rather than be put out of business will be re-branding and changing their name to Phone Pay Plus in October.